PENGARUH SERVICE QUALITY TERHADAP CUSTOMER LOYALTY DENGAN CUSTOMER SATISFACTION DAN AIRLINE IMAGE SEBAGAI PEMEDIASI (Survei pada Pengguna Jasa Maskapai Penerbangan Garuda Indonesia Airline di Kota Surakarta dan DIY)

This research aims to analyses (1) significance of the effect service
quality on customer satisfaction (2) significance of the effect service quality
on the airline image (3) significance of the effect service quality on customer
loyalty (4) significance of the effect customer satisfaction on customer loyalty
(5) significant of the effect airline image on customer loyalty (6) the effect of
service quality on customer loyalty mediated by customer satisfaction (7) the
effect of service quality on customer loyalty mediated airline image. Location
of this research in the region at Surakarta and DIY, using samples of 100
customers of the Garuda Indonesia Airline with purposive sampling
technique. Data collecting with questionnaire technique through validity and
reliability test. To test the hypothesis using path analysis. The result shows
that (1) service quality has significance effect on customer satisfaction, so
the hypothesis 1 accepted; (2) service quality has significance effect on the
airline image, so the hypothesis 2 accepted (3) service quality has
significance effect on customer loyalty, so the hypothesis 3 accepted; (4)
customer satisfaction has significance effect on customer loyalty, so the
hypothesis 4 accepted (5) airline image has significance effect on customer
loyalty, so the hypothesis 4 accepted; (6) the effect of service quality on
customer loyalty mediated by customer satisfaction, so the hypothesis 6
accepted; (7) the effect of service quality on customer loyalty mediated
airline image, so the hypothesis 7 accepted.
Keywords: service quality, customer satisfaction, airline image, customer
loyalty