The Effect Of Word Of Mouth And Employee Services On Low-Cost Carriers Purchase Intentions

Abhirama Putra S, Zakyy Rahman, Wildan Wildan, Mustikasari Mustikasari

Abstract


The study highlights the determinants of low-cost carriers purchase intention. Field studies with 109 low-cost carriers’ customers to find potential customers in relation to factors determine the intention of buyers of low-cost carriers since this key factor influences low-cost operators' purchase intentions, customers think "word of mouth and employee service" are important factors that influence their intention to buy low-cost carriers. Other than that, "Employee service" is the highest weight to emphasize the purchase intention of low-cost operators. The statistical regression method used in this study aims to develop instruments and results obtained using valuable references for low-cost carriers’ managers who want to facilitate and effectively identify customer relationship management.


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DOI: https://doi.org/10.25292/atlr.v2i0.233

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