PENGARUH ORIENTASI PASAR DAN NILAI PELANGGAN TERHADAP KINERJA PEMASARAN MASKAPAI PENERBANGAN LION AIR DI BANDAR UDARA INTERNASIONAL ADI SUCIPTO YOGYAKARTA

Abstrak

The study examines whether market orientation and customer value significantly influence the marketing performance of Lion Air airlines at Adi Sucipto International Airport Yogyakarta. The results show that only market orientation variables significantly influence the performance of Lion Air airline's marketing at Adi Sucipto Yogykarta International Airport. Based on result of t value analysis for Market Orientation variable (X1) = 2,688 with significant level equal to 0,008. From the test results t arithmetic greater than t table that is 2.688> 1.6609, then H0 rejected. Thus it can be interpreted that the Market Orientation variable (X1) is a good estimator for Lion Air Airlines Marketing Performance at Adi Sucipto International Airport Yogyakarta. Based on the results of t value analysis for Customer Value (X2) = 1.308 with a significant level of 0.194. From the test results t arithmetic smaller than t table that is 1.308 <1.6609, then H0 accepted. Thus it can be interpreted that the Customer Value (X2) variable is not a good estimator for Lion Air Airlines Marketing Performance at Adi Sucipto International Airport Yogyakarta.