FACTORS CAUSING STUDENT LOYALTY TO THE LOW COST CARRIERS AIRLINE INDUSTRY IN JAKARTA

Abstract

The aim of this study is to analyze the effect of the implementation of service marketing strategies on student loyalty of LCC users. The student segment consumer contributes a considerable amount to the number of LCC airline users in Indonesia. This research using verifiative and descriptive methods using data analysis tools is descriptive statistics and Structural Equation Modeling (SEM) analysis supported by Lisrel and SPPSsoftware. Aumlah 240 respondents how to sample selection using judgment sampling techniques. The results of the study based on descriptive analysis are known that the marketing mix of services, consumer satisfaction, consumer loyalty, consumer confidence and consumer value of students of LCC airline users in general is considered inadequate. The results of the study showed that Service Marketing has an effect on Consumer Satisfaction Consumer value affects consumer loyalty Consumer Value affects Consumer Satisfaction Consumer value affects consumer confidence Consumer Satisfaction affects Consumer Loyalty Consumer Satisfaction affects Consumer Confidence Consumer trust affects consumer loyalty. While the hypothesis that is rejected is that the marketing of services has no effect on consumer loyalty.