Bahasa IndonesKEPUASAN MEMEDIASI KUALITAS LAYANAN DAN CITRA PERUSAHAAN DENGAN LOYALITAS PELANGGAN LION AIR DI KOTA DENPASARia

Abstract

This study aims to identify the factors that make a passenger loyal to an airline in Denpasar city by investigating the impact of service quality and corporate image through satisfaction as mediating variable. This study belongs to associative research with 112 respondents in total collected through purposive sampling.  Responses are analyzed using Path Analysis and Sobel Test. Results reveal that each variable, service quality and corporate has positive and significant impact on satisfaction. Furthermore, service quality, and satisfaction have positive and significant impact on passenger loyalty. Lastly, this study finds that service quality and corporate image have positive impact on passenger loyalty through satisfaction.