Analysis of the effect of airline brand image, airline trust, service quality and price fairness on airline loyalty with passenger satisfaction as a mediation in PT Citilink Indonesia
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Feb 28, 2025
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Abstract
Transportation plays an important role in economic growth, especially in urban areas. With the vastness of Indonesia and the many islands and existing developments, air transportation has become one of the main transportations, creating competitive competition for airlines which then triggers efforts to maintain passenger loyalty. This study aims to examine the effect of airline brand image, airline trust, service quality, price fairness and passanger satisfaction on airline loyalty of the Citilink Indoesia. This study was conducted quantitatively on 238 respondents domiciled in Jabodetabek, Indonesia. The results of this study indicate that trust, service quality and satisfaction have a significant effect on airline loyalty while brand image does not have a significant effect on airline loyalty, in addition brand image, trust and service quality also have a significant effect on satisfaction of Citlink passengers in Jabodetabek
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How to Cite
Purba, R. E., & Ginting, A. M. (2025). Analysis of the effect of airline brand image, airline trust, service quality and price fairness on airline loyalty with passenger satisfaction as a mediation in PT Citilink Indonesia. Enrichment : Journal of Management, 14(6), 1068-1077. https://doi.org/10.35335/enrichment.v14i6.2189
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Yum, K., & Yoo, B. (2023). The Impact of Service Quality on Customer Loyalty through Customer Satisfaction in Mobile Social Media. Sustainability (Switzerland), 15(14). https://doi.org/10.3390/su151411214
Zeren, D., & Kara, A. (2021). Effects of brand heritage on intentions to buy of airline services: The mediating roles of brand trust and brand loyalty. Sustainability (Switzerland), 13(1), 1–15. https://doi.org/10.3390/su13010303
Angkasa Pura 2. (2023). PPID Angkasa Pura 2. Https://Ppid.Angkasapura2.Co.Id/. https://ppid.angkasapura2.co.id/id/news/event/info/695-ap-ii-targetkan-rasio-pemulihan-industri-penerbangan-2023-capai-81-persen
Aprilla, I. W., & Amalia, S. (2019). Peran Kualitas Pelayanan Terhadap Loyalitas Pelanggan Jasa Transportasi Online. Jurnal Riset Bisnis Dan Investasi, 5(1), 1. https://doi.org/10.35697/jrbi.v5i1.1611
Cakici, A. C., Akgunduz, Y., & Yildirim, O. (2019). The impact of perceived price justice and satisfaction on loyalty: the mediating effect of revisit intention. Tourism Review, 74(3), 443–462. https://doi.org/10.1108/TR-02-2018-0025
Chang, W. J. (2021). Experiential marketing, brand image and brand loyalty: a case study of Starbucks. British Food Journal, 123(1), 209–223. https://doi.org/10.1108/BFJ-01-2020-0014
Chung, S., Park, J. W., & Lee, S. (2022). The Influence of CSR on Airline Loyalty through the Mediations of Passenger Satisfaction, Airline Brand, and Airline Trust: Korean Market Focused. Sustainability (Switzerland), 14(8). https://doi.org/10.3390/su14084548
Correa, C., Alarcón, D., & Cepeda, I. (2021). “I am Delighted!”: The Effect of Perceived Customer Value on Repurchase and Advocacy Intention in B2B Express Delivery Services. Sustainability (Switzerland), 13(11). https://doi.org/10.3390/su13116013
Dam, S. M., & Dam, T. C. (2021). Relationships between Service Quality, Brand Image, Customer Satisfaction, and Customer Loyalty. Journal of Asian Finance, Economics and Business, 8(3), 585–593. https://doi.org/10.13106/jafeb.2021.vol8.no3.0585
Fadlan Abdurochman, A., & Tantra, T. (2023). PENGARUH AIRLINES SERVICE QUALITY DAN BRAND IMAGE TERHADAP CUSTOMER LOYALTY PENUMPANG MASKAPAI LCC. Jurnal Ilmiah MEA, 7(2).
Fiqqih, M. N. (2023). The Effect of Perceived Price Fairness, Product Quality, and Service Quality on Customer Loyalty with Customer Satisfaction Mediation on Shopee Consumers. Atlantis Press International BV. https://doi.org/10.2991/978-94-6463-008-4_35
Gstngr, I., Diputra, A. W., & Yasa, N. N. (2021). PP 25-34 *Corresponding Author: I GstNgr Arya WigunaMaha Diputra. In American International Journal of Business Management (AIJBM) (Vol. 4, Issue 01).
Han, H., Lee, K. S., Chua, B. L., Lee, S., & Kim, W. (2019). Role of airline food quality, price reasonableness, image, satisfaction, and attachment in building re-flying intention. International Journal of Hospitality Management, 80, 91–100. https://doi.org/10.1016/j.ijhm.2019.01.013
Jelita, I. N. (2022). Citilink Rugi Rp56,3 Miliar Akibat Kontrak Pesawat. Https://Mediaindonesia.Com/. https://mediaindonesia.com/ekonomi/547344/citilink-rugi-rp563-miliar-akibat-kontrak-pesawat
Jo, H. (2023). What Drives Recommendation Intention and Loyalty of Online for Offline (O4O) Consumers? Sustainability, 15(6), 4775. https://doi.org/10.3390/su15064775
Jusuf, D. D., & Yoedtadi, M. G. (2019). Pengaruh Brand Trust terhadap Brand Loyalty Masyarakat dalam Menggunakan Maskapai Batik Air. Jurnal Prologia, 3(2), 481–488.
Kartini, D., Sari, D., & Padmasasmita, S. (2016). 2016 Customer Loyalty As the Implications of Price Fairness Determined By Relationship Marketing and Service Quality of Airline Services. 11(2), 43–51.
Konuk, F. A. (2021). The moderating impact of taste award on the interplay between perceived taste, perceived quality and brand trust. Journal of Retailing and Consumer Services, 63(February), 102698. https://doi.org/10.1016/j.jretconser.2021.102698
Özkan, P., Süer, S., Keser, İ. K., & Kocakoç, İ. D. (2020). The effect of service quality and customer satisfaction on customer loyalty: The mediation of perceived value of services, corporate image, and corporate reputation. International Journal of Bank Marketing, 38(2), 384–405. https://doi.org/10.1108/IJBM-03-2019-0096
Praja, A. K. A., Septiawan, R. A., Syah, T. Y. R., Sari, E. M., Dewi, M. P., Katijan, P. S., Cionita, T., & Lai, Y. L. (2023). Sustainable Development Strategy of Low-Cost Airlines: Empirical Evidence for Indonesia Based on Analysis of Passenger Loyalty. Sustainability (Switzerland), 15(3). https://doi.org/10.3390/su15032093
Ricardianto, P., Yanto, T. A., Wardhono, D. T., Fachrial, P., Sari, M., Suryobuwono, A. A., Perwitasari, E. P., Gunawan, A., Indriyati, & Endri, E. (2023). The impact of service quality, ticket price policy and passenger trust on airport train passenger loyalty. Uncertain Supply Chain Management, 11(1), 307–318. https://doi.org/10.5267/j.uscm.2022.9.012
Setiawan, E. B., Wati, S., Wardana, A., & Ikhsan, R. B. (2020). Building trust through customer satisfaction in the airline industry in Indonesia: Service quality and price fairness contribution. Management Science Letters, 10(5), 1095–1102. https://doi.org/10.5267/j.msl.2019.10.033
Sugiyono. (2018). Metode Penelitian Kuantitatif. Penerbit Alfabetha.
Uzir, M. U. H., Al Halbusi, H., Thurasamy, R., Thiam Hock, R. L., Aljaberi, M. A., Hasan, N., & Hamid, M. (2021). The effects of service quality, perceived value and trust in home delivery service personnel on customer satisfaction: Evidence from a developing country. Journal of Retailing and Consumer Services, 63. https://doi.org/10.1016/j.jretconser.2021.102721
Yum, K., & Yoo, B. (2023). The Impact of Service Quality on Customer Loyalty through Customer Satisfaction in Mobile Social Media. Sustainability (Switzerland), 15(14). https://doi.org/10.3390/su151411214
Zeren, D., & Kara, A. (2021). Effects of brand heritage on intentions to buy of airline services: The mediating roles of brand trust and brand loyalty. Sustainability (Switzerland), 13(1), 1–15. https://doi.org/10.3390/su13010303