Brand Equity and Customer Satisfaction as the Mediation of Advertisement influence and the Service Quality to Loyalty the Passengers of International Flight at Garuda Indonesia Airlines

Abstract

Abstrak:This research includes explanatory research, samples are taken form Garuda Indonesia Airline international Passenger inbound and outbound flight conducted at several Indonesian International Airport Soekarno Hatta Jakarta, Ngurah Rai Denpasar, Airport Hongkong and Changi Airport Singapore, altogether there are 350 respondents. The Design of non probability sample selection is accidental sampling with the criteria : those who fly international route at least twice a year, Indonesian citizen (not foreigner), and they may also fly non Garuda flights as well, the exogenous variables are advertisement and service quality, the endogenous variables are brand equity and customer satisfaction. Analysis methoed using SEM-PLS and software SmartPLS. The result has several conclusion, First, Advertisement and service quality will increase brand equity, Service quality is very dominant to explain brand equity compared to advertisement, Second, Service quality and brand equity will increase customer satisfaction. Brand equity plays an importamt role to explain consumer’s satisfaction compared to service quality. Third, service quality, brand equity, and customer satisfaction will increase consumer’s loyality. The Loyality of the international passenger of Garuda Indonesia Airline will remain high if supported by strong brand equity and high consumer satisfaction, as a result from service quality granted and the effect of advertisement program which is carried out intensively. Consumer satisfaction has strong influence to consumer loyalty compared to brand equity, advertisement, and service quality. Keyword: advertisement, service quality, brand equity, consumer satisfaction, consumer loyalty