The Effect of Price, Service Quality, Customer Satisfaction and Image on Customer Loyalty on the Lion Air Indonesia Airline

Abstract

This study aims to determine and analyze the effects of price, service quality, customer satisfaction, and image on customer loyalty with the research object of Lion Air Indonesia. The type of research is basic research that uses 5 variables: price, service quality, customer satisfaction, image, and customer loyalty. This study uses primary data by distributing questionnaires online. The sample used in this study was 250 respondents. While the data processing method in this study uses the IBM SPSS and AMOS 22.0 software to perform model tests (measurement models and structural models) and hypothesis testing. The results of this study indicate that price and service quality have a positive and significant effect on customer satisfaction. Customer satisfaction has a positive and significant effect on the image. Meanwhile, customer satisfaction and image have no effect on customer loyalty and service quality has a positive and significant effect on customer loyalty.