The Effect Of Service Quality, Price Fairness, And Perceived Value At Customer Loyalty With Customer Satisfaction, Image And Trust As Intervening Variables At Super Air Jet Airlines

Abstract

The aviation industry in Indonesia has experienced rapid growth in recent years, one of which is the presence of low-cost airlines such as Super Air Jet. In the face of fierce competition, customer loyalty is a crucial factor to maintain existence. This study aims to analyze the influence of service quality, price fairness, and value perception on customer loyalty, with customer satisfaction, image, and trust as intervening variables. This study uses a quantitative approach with the Structural Equation Modeling (SEM) method on 228 respondents who use Super Air Jet services. The results of the study show that service quality, price fairness, and value perception have a significant positive effect on customer loyalty. Customer satisfaction has been shown to mediate the relationship of the three independent variables to loyalty, while image and trust play no significant role as mediators. These findings confirm that to increase customer loyalty, airlines need to focus on improving service quality and price transparency and strengthening value perceptions. This research makes a practical contribution to airline management in designing more effective service strategies in the low-cost airline market. In conclusion, customer loyalty is directly or indirectly influenced by functional factors related to the consumer's experience in using flight services.