Purchase Behavior of Citilink Airline Customer: A SEM Approach

Amalia; Ratna Roostika

Amalia 2Management/ Faculty of Business and Economics, Universitas Islam Indonesia Yogyakarta
Ratna Roostika Management/ Faculty of Business and Economics, Universitas Islam Indonesia Yogyakarta

Keywords: SEM, Citilink, Intention, Cognitive Evaluation, Effective Evaluation

Abstract

This study aims to explain and to analyze the effect of ambient conditions and space/function on cognitive evaluation and affective evaluation. Effect of Space / Function on Affective Evaluation. The Effect of Cognitive Evaluation and Cognitive Evaluation on Satisfaction. The Effect of Satisfaction on Purchase Intention. Cognitive Evaluation and Affective Evaluation mediate the influence of Ambient Conditions and Space / Function on satisfaction. Satisfaction mediates the effect of Cognitive Evaluation and Affective Evaluation on Purchase Intention. By using primary data through distributing questionnaires to as many as 250 respondents, with data filtering up to 213 data that are suitable for processing, this research data is then processed using the Structural Equation Modeling (SEM) approach. The results of this study found that ambient conditions had no effect on cognitive evaluation. Space / Functi. Satisfaction has a positive and significant effect on Purchase Intention. Cognitive Evaluation is not able to mediate the influence of Space / Function on Satisfaction. Cognitive Evaluation is not able to mediate the influence of Space / Function on Satisfaction. Satisfaction is not able to mediate the effect of Affective Evaluation on Purchase Intention