ABSTRACT

The objectives of this research is to analyze impact service quality, service marketing mix, and customer value on customer satisfaction and customer loyalty in low-cost carrier airline industry, in Indonesia.

The research design used in the study is explanatory design which explains the causal relationship among variables and scoring all indicators for each variables. The study location is in Terminal-2 Soekarno-hatta Airport, Tangerang, Banten Province.

The list of airlines researched are Citilink, Lionair, Air Asia dan WingsAir. The dissertation used primary data from questionnaire filled out by the 200 respondents. The sample selection used judgment sampling.

The analysis of research used descriptive statistics such as persentage, mean, and chi-square, and Structural Equation Modeling (SEM) using Lisrel.

The descriptive analysis shows that the level of service quality, service marketing mix, customer value, customer satisfaction and customer loyalty are at a positive level. The results of relationship among variables stated that the Service Quality has significant impact on customer satisfaction and loyalty, marketing mix has no significant impact on customer satisfaction and loyalty; Customer value has significant impact on customer satisfaction and loyalty, and customer satisfaction has significant impact on customer loyalty,

Key Words : Loyalty , Service Quality, Marketing Mix, Value, Satisfaction,