THE IMPACT OF SERVICE QUALITY, CUSTOMER PERCEIVED VALUE, AND BRAND EXPERIENCE ON LOYALTY WITH CUSTOMER SATISFACTION AS INTERVENING VARIABLE (A Study on Lion Air Customers in Java)
Abstract: Customer Loyalty is
an asset that must be maintained by the company. If a customer has a high
degree of loyalty, then the costumer is more likely to use the service of the
company again in the future. Lion Air is one of the largest airlines in
Indonesia. However, Lion Air faced many problems such as the lack of
punctuality and unsatisfactory of service. This study purpose is to analyze the
impact of Service Quality, Customer Perceived Value, and Brand Experience on
Loyalty with Customer Satisfaction as intervening.
Data collection technique used in this study is non-probability sampling
technique using purposive sampling with criteria Lion Air customer in Java
Island who have used Lion Air service for at least twice in the past year. The
number of sample collected were 168 respondents. To analyze the impact of
independent variable on intervening variable and intervening variable to
dependent variable, multi linear regression analysis was used.
The result of this study showed that Service Quality have positive impact
on Customersatisfaction (first hypothesis supported). Second hypothesis which
state that Customer Perceived Value have positive impact on Customer
Satisfaction is accepted as well. The third hypothesis which state that Brand
Experience have positive impact on Customer Satisfaction is accepted. The
coefficient of determination test result stated that all three variables have
an impact of 88,9% on intervening variable. The fourth hypothesis which state
that intervening variable Customer Satisfaction have positive impact on
dependent variable Loyalty is accepted. The coefficient determination test
result stated that intervening variable have an impact of 85,4% on dependent
variable. Lion Airlines are recommended to develop their service, appearance, promotion,
and punctuality.
Keywords: Service Quality,
Customer Perceived Value, Brand Experience, Customer Satisfaction, Loyalty
Penulis: Avianto Dimas
Praditya, Sri Rahayu Tri Astuti
Kode Jurnal: jpmanajemendd180406
