The Influence of Service Quality, Trust and Brand Image toward Customer Satisfaction and its Impact to Brand Loyalty

The purpose of this study is to analyze the Influence of Service Quality , Trust and Brand Image toward Customer Satisfaction and its Impact to Brand Loyalty on Low Cost Airlines Industry in Jakarta. Based on the purpose of the study, hypotheses of this study are : 1) Service Quality influences on Brand Loyalty ; 2) Trust influences on Brand Loyalty ; 3) Brand Image influences on Brand Loyalty; 4) Customer Satisfaction influences on Brand Loyalty; 5) Service Quality influences on Customer Satisfaction ; 6) Trust influences on Customer Satisfaction; 7) Brand Image Influences on Customer Satisfaction. The study design used is a combination of verificative research and descriptive research, while research methods used is survey approach. The study sample is 265 of low cost airlines industry in Jakarta. Sampling technique is done by purposive sampling. The method of analysis uses descriptive statistics average, and Structural Equation Modeling method by using sofware Lisrel 8.8 for hypotheses testing. The study result based on the descriptive analysis toward the variable used is positive and some are negative. The SEM result analysis toward the hypotheses test based on the emphirical data of 5 hypotheses proven are service quality is proven to be significantly influence the brand loyalty, brand image is proven to be significantly influence brand loyalty, customer satisfaction is proven to be significantly influence brand loyalty, trust is proven to be significantly influence customer satisfaction, brand image is proven to be significantly influence customer satisfaction. There are only two hypotheses result that are not proven that are service quality does not influence customer satisfaction and trust does not influence brand loyalty.