ANTENCENT OF SATISFACTION AND PASSENGER LOYALTY OF LOW COST CARRIER AIRLINES IN INDONESIA DURING COVID-19 PANDEMIC

Abstract

The purpose of this research is to formulate a model of passenger satisfaction and loyalty of Low Cost Carrier Airlines in Indonesia . This type of research can be classified as causal research. This research was conducted in several big cities in Indonesia. Data collection was carried out by distributing questionnaires to respondents through Google Forms which were distributed using the WhatsApp application. In this study, the sample size was adjusted to the analytical model used, namely Structural Equation Modeling (SEM). The sample size for SEM using the maximum likelihood estimation (MLE) model is 200-400 samples (Hair, et al., 2014) . The data analysis method used is Structural Equation Modeling (SEM). LISREL 8.80 software help . Service Quality, price, and Brand Image have a positive and significant effect on Trust. Service Quality, price, and Brand Image have a positive and significant effect on Satisfaction. The results also show that Service Quality, price, Brand Image, trust and satisfaction have a positive and significant effect on Loyalty. Furthermore, there is the influence of Service Quality on Satisfaction through the Trust variable, there is the influence of Price on Satisfaction through the Trust variable, there is the influence of Brand Image on Satisfaction through the Trust variable and there is the influence of Trust towards Loyalty through the Satisfaction variable.