Main Article Content

Abstract

This study aims to analyze the effect of Brand Image, Brand Trust, Customer Satisfaction on Brand Loyalty, Customer Satisfaction, and Brand Loyalty through Customer Satisfaction on low-cost carrier airlines in Pekanbaru. The sample in this study are consumers who have used flight services of low-cost carrier airlines in Pekanbaru. The data used in this study were interviews and questionnaires with the number of representative samples. The method of analysis used in this study was the path analysis.


This study indicates that airlines have not been fully able to provide satisfactory services to customers. Thus, this should be taken into consideration. This study revealed that from all items analyzed, it was shown that Brand Image and Brand Trust toward Customer Satisfaction and Brand Loyalty in terms of service and brands are able to provide a commitment to customers as well as being able to provide services that can meet customer needs. This study shed a light that Brand Image and Brand Trust have a positive effect on Customer Satisfaction and Brand Loyalty.

Article Details

How to Cite
Deny Danar Rahayu. (2021). The Effect if Brand Image and Brand Trust in Customer Satisfaction and Brand Loyalty on Low-Cost Carrier Airlines. GIS Business, 16(2), 58-65. Retrieved from https://www.gisbusiness.org/index.php/gis/article/view/20310