The Effect of Service Quality, Service Marketing Mix and Costumer Value on Consumer Satisfaction and its Impact on the Loyalty of the Consumer Industry of the Low-Cost Carrier Flight in Indonesia


Authors : Syahrum Agung

Volume/Issue : Volume 5 - 2020, Issue 3 - March

Google Scholar : https://goo.gl/DF9R4u

Scribd : https://bit.ly/2JQxCha

The objectives of this research is to analyze impact service quality, service marketing mix, and customer value on customer satisfaction and customer loyalty in low-cost carrier airline industry, in Indonesia. The research design used in the study is explanatory design which explains the causal relationship among variables and scoring all indicators for each variables. The study location is in Terminal-2 Soekarno-hatta Airport, Tangerang, Banten Province. Object of airlines researched are Citilink, Lionair, Air Asia dan WingsAir. The dissertation used primary data from questionnaire filled out by the 200 respondents. The sample selection used judgment sampling.The analysis tool used of research used descriptive statistics such as persentage, mean, and chi-square, and Structural Equation Modeling (SEM) using Lisrel. The descriptive analysis shows that the level of service quality, service marketing mix, customer value, customer satisfaction and customer loyalty is well perceived. The results of relationship among variables stated that the Service Quality has significant impact on customer satisfaction and loyalty, marketing mix has no significant impact on customer satisfaction and loyalty; Customer value has significant impact on customer satisfaction and loyalty, and customer satisfaction has significant impact on customer loyalty

Keywords : Loyalty , Service Quality, Marketing Mix, Value, Satisfaction.

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