ANALISIS PENGARUH SERVICE QUALITY, PRICE, BRAND IMAGE TERHADAP CUSTOMER SATISFACTION DAN CUSTOMER LOYALTY MASKAPAI GARUDA INDONESIA DI YOGYAKARTA

Abstract

This research is related to how the influence of Service Quality, Price, Brand Image on Customer Satisfaction and Customer Loyalty of Garuda Indonesia Airlines in Yogyakarta. The purpose of this research is to determine the effects of Service Quality to Cusutomer Satisfaction, Price to Customer Satisfaction, Brand Image to Customer Satisfaction, then to determine Service Quality to Customer Loyalty, Price to Customer Loyalty, Brand Image to Customer Loyalty, and the last but not least, to determine the effect of Customer Satisfaction to Customer Loyalty. The number of samples are taken from 96 respondents with convenience sampling method, then the datas is processed by Statistical Product and Service Solution program or named SPSS application program. The results of this research indicates that there is a positive effect between Service Quality to Customer Satisfaction, positive effect between Price to Customer Satisfaction, positive effect between Brand Image to Customer Satisfaction, positive effect between Service Quality to Customer Loyalty, positive effect between Price to Customer Loyalty, positive effect between Brand Image to Customer Loyalty, and the last but not least, there is a positive effect between Customer Satisfaction to Customer Loyalty Garuda Indonesia Airlines in Yogyakarta.