PENGARUH KEPUASAN PELANGGAN MEMEDIASI HUBUNGAN ANTARA KUALITAS PELAYANAN DAN CITRA PERUSAHAAN TERHADAP LOYALITAS PELANGGAN PADA MASKAPAI PENERBANGAN LION AIR DI KOTA PADANG

Abstract

Customer loyalty is one of the important aspects of marketing management .it has been
attracting the practitioner and academic’s attention due to do the performance of
marketing manager.This study aims to investigate the role of customer satisfaction to
mediate the relationship between service quality with customer loyalty in airlines in
Padang ,the sample in the study is 80 customers of lion air airlines Padang with the
flight route from Padang to Jakarta .The technique of purposive sampling is used to take
the sample and primary data is used through questionnaires. The method of data
analysis used in this study are multiple, simple, and hirarchical regression analysis
respectively .The result of this study finds that the quality of service significantly
influence customer loyalty besides. Corporate image does not have a significant effect
on customer loyalty. Quality of service and corporate image has a significant effect on
customer satisfaction ; customer satisfaction has a significant effect on customer loyalty
;customer satisfaction mediates the effect of service quality on the customer loyalty of
lion air airlines ,but he customer satisfaction can not mediates the influence of corporate
image on the customer loyalty of lion air airlines.
Keywords: Customer Satisfaction, the quality of service ,image ,customer
loyalty corporate