PENGARUH CITRA MEREK DAN KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN MASKAPAI GARUDA INDONESIA

Abstract

Currently, the tourism sector in Indonesia is on the rise with the promotion of the Wonderful Indonesia campaign and making domestic and foreign tourists to travel in Indonesia. One of the most widely used transportation options is airplanes because the aircraft is the fastest and safest transportation to reach distant tourist sites. Garuda Indonesia is one of the most widely used airlines to travel because of its brand image and quality of service. The research method used is judgment sampling by collecting data through questionnaires distributed to 100 respondents who have used Garuda Indonesia airline service more than 1 times. Measuring tools in this research are validity test, reliability test, percentage, average, Likert scale, classical assumption test, and multiple linear regression test. The tool used is SPSS 20.0. Based on multiple linear regression analysis, it is found that there is significant and positive influence of brand image and service quality to customer loyalty of Garuda Indonesia Airlane..

Keywords: Brand Image, Service Quality, Customer Loyalty, Garuda Indonesia