Abstract

The purpose of this study was to analyze the determinant factors of word of mouth from Lion Air airlines which were obtained from the results of a literature review, namely the variables of service quality, company image, and customer trust and customer satisfaction. In this study, samples were taken from Lion Air flight passengers in Banda Aceh. The sampling technique is to use Non Probability Sampling. The sample size for the SEM model must be determined by multiplying the number of indicators by 5 to 10. Therefore the sample size taken is 272 respondents (34 indicators × 8) in order to provide better calculation results. However, of the 272 questionnaires distributed, only 274 returned intact. The rest do not return and are not complete. The data analysis technique in this research is descriptive and verification. Descriptive analysis was conducted to assess the demographic profile of the respondents and the internal consistency of construction. While the verification analysis uses SEM (Structural Equation Modeling) to verify the path of the relationship between tourist experiences, destination image, and place attachments with environmentally responsible behavior. In addition, the SEM analysis software is IBM SPSS-AMOS version 22. Of the eight direct hypotheses tested, all of them have a positive and significant effect. Likewise, indirect hypothesis testing is done through the mediating variables of customer satisfaction and customer trust. The four indirect effects tested were significant.