THE EFFECT OF PRODUCT DIFFERENTIATION, SERVICE, PERSONNEL, CHANNEL AND IMAGE OF AIRLINE CUSTOMER SATISFACTION PT. GARUDA INDONESIA IN PADANG

Abstract

This study aims to determine the effect of product differentiation, service, personnel, channel and image of airline customer satisfaction PT. Garuda Indonesia in Padang. The sample in this study was 120 airline customers PT. Garuda Indonesia in Padang route Padang-Jakarta flights. The sampling technique is purposive sampling. The type of data used are primary data through questionnaires. Data analysis method used is multiple linear regression analysis. Test the hypothesis by using test T-test statistics to demonstrate the influence of the independent variables on the dependent variable partially or individual. Results of this study found that the differentiation of products, services and personnel positive and significant impact on customer satisfaction. While differentiation and image channels and no significant positive effect on customer satisfaction PT Airlines. Garuda Indonesia in Padang. Keywords: differentiation of products, services, personnel, channel, image, customer satisfaction