PENGARUH CITRA PERUSAHAAN DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA MASKAPAI SRIWIJAYA AIR DI BANDAR UDARA INTERNASIONAL ADISUTJIPTO YOGYAKARTA

Abstract

This research aims to determine the efeect of company image and quality of service to customers satisfaction in Sriwijaya Air in Yogyakarta Adisutjipto International Airport. The analysis research uses Variable Independent namely corporate image (X1) and service quality (X2). The dependent variable is customer satisfaction (Y).
The subjects were all customers of Sriwijaya Air at Adisutjipto International Airport, JOG-UPG route
(Yogyakarta-Makassar). In this study samples were obtained as much as 100 respondents with data collection techniques using questionnaires. The study uses multiple linear regression analyses and uses the validity test, reliability test, F-Test, T-test and coefficient of determination by using SPSS applications.
Based on the analysis it has been obtained that: (1) The company image is positive and significant to customer satisfaction in Sriwijaya Air. (2) Quality of service has positive and significant effect on customer satisfaction in Sriwijaya Air. (3) The company image and quality of service simultaneously influence positive and significant to customer satisfaction in Sriwijaya Air airline.

Keywords: company image, service quality, customer satisfaction