HUBUNGAN ANTARA PERSEPSI RISIKO DAN PERSEPSI KUALITAS DENGAN CITRA MEREK GARUDA INDONESIA AIRWAYS (GIA) PASCA-KRISIS

Abstract

Brand image is an important aspect in a company, especially in an airline company that is currently in the Post-Crisis period. Post-crisis situation in a company can affect the company's brand image. Garuda Indonesia Airways is an airline company that has experienced a financial crisis from 2019 to 2021. After going through the crisis, Garuda Indonesia Airways is in a post-crisis state which is assumed to affect risk perceptions and people's perceptions of quality towards Garuda Indonesia Airways. That is caused by information about the financial crisis has spread among the public. Efforts made by Garuda Indonesia Airways are to convey positive information consistently regarding services and corporate image through social media. The research findings were analyzed using the Pearson Product Moment correlation to 50 respondents showing the Perception of Risk with the Brand Image of Garuda Indonesia Airways has a significance value of -0.311 which means the relationship is not unidirectional and weak. In other words, the more negative the perception of risk felt by the respondents, the more positive the Post-Crisis Garuda Indonesia Airways Brand Image will be. Perceived Quality with Garuda Indonesia Airways Brand Image has a significance value of 0.369 which means a unidirectional and weak relationship. In other words, the more positive the quality perception felt by consumers, the more positive the Post-Crisis Brand Image of Garuda Indonesia Airways will be. From the research findings, it is suggested that reducing a Perceived Risk must fix things related to Safety and Timeliness Risks and Perceived quality can be improved by increasing the quality of good service to improve the image of airlines damaged by the crisis.