Service Quality, Brand Image and Customer Satisfaction Influence Loyalty (Study on Citilink Airline Passengers)

Loyalty is a commitment possessed by customers to remain loyal in using a particular service or product. This study aims to find out: (1) the description of service quality, brand image, customer loyalty and satisfaction on Citilink airline passengers; (2) the influence of service quality, brand image on customer satisfaction on Citilink airline; (3) the influence of customer satisfaction on loyalty on Citilink airline; (4) the direct and indirect influence of service quality, brand image on loyalty through the satisfaction of Citilink airline customers. The data were analyzed using descriptive analysis and path analysis. The population in this study were Citilink passengers at Abdurahman Saleh Airport, Malang with a sample of 380 respondents and using questionnaires as research instruments. The results obtained in this study are (1) service quality and brand image have a positive and significant influence on customer satisfaction on Citilink airline; (2) customer satisfaction has a positive and significant influence on loyalty on Citilink airline; (4) service quality, brand image has a positive and significant influence both directly and indirectly on loyalty through Citilink airline customer satisfaction.


Literature Review 2.1 Quality of Service
According to Kotler (2009), service quality is the totality of features and characteristics of products or services that meet or exceed customer expectations. In the case of service marketing, the quality dimensions that are most often used as references according to Tjiptono (2012) are as follows: · Reliability · Responsiveness · Guarantee · Empathy · Physical Evidence 2.2 Brand Image Sangadji (2013) stated that brand image can be considered as a type of association that appears in the minds of consumers when they are remembering a particular brand. According to Ferrinadewi (2008), brand image consists of two components, which are: (1) brand association and (2) support, strength and uniqueness of the brand.

Loyalty
Loyalty is a behavior that is indicated by routine purchases and is based on a decision-making unit (Sangadji, 2013) and to measure loyalty requires several attributes, which are: · Say positive things about the company to others · Recommend companies to others · Consider that the company is the main choice when making service purchases · Do more business or purchases with companies in the next few years 2.4 Customer Satisfaction Kotler (2006) explains that satisfaction is a feeling of pleasure or disappointment of someone that appears after comparing the performance (results) of a product that is thought to the performance or expected results. According to Lupiyoadi (2001), there are five factors to determine the level of customer satisfaction as follows: · Product quality Consumers will be satisfied if the results of their assessment of a product indicate that the product they use is of high quality. · Service quality Customers will feel satisfied if they get good service and also as expected.

· Emotional
When a customer is using a particular product and brand, the customer will feel proud and gain confidence if the people around him will admire him, so the satisfaction he gets is not from the quality of a product but from the social value that makes consumers satisfied with a brand he uses. · Price Customers will feel satisfied when getting a product at a price that is relatively cheaper when compared to other products of the same quality. · Cost Customers will feel satisfied if they do not need additional costs or do not need to waste time getting a product or service. Based on the above theory, the hypothesis proposed in this study are as follows: H1: Service quality has a positive and significant influence on customer satisfaction. H2: Brand image has a positive and significant influence on customer satisfaction. H3: Customer satisfaction has a positive and significant influence on loyalty. H4: Service quality has a positive and significant influence on loyalty. H5: Brand image has a positive and significant influence on loyalty. H6: Through customer satisfaction, service quality has a positive and significant influence on loyalty. H7: Through customer satisfaction, brand image has a positive and significant influence on loyalty.

Research Methods
This study uses a quantitative approach with descriptive and explanatory types of research. A quantitative approach is an approach that involves the process of collecting, analyzing, interpreting, and writing research results (Creswell, 2009).

Population and Samples
The population in this study were passengers of the Citilink airline at the Abdurahman Saleh Airport in Malang, East Java, Indonesia. The sampling technique used was proportional random sampling technique with a sample of 380 respondents.

Research Instruments
In this study, the instrument used was questionnaire and the likert measurement method of five scales as the measurement scale. Sugiyono (2015) stated that the likert scale is used to measure attitudes, opinions, and perceptions of a person or group of people.

Descriptive Analysis
Interval class is used to find out categories based on the results of the average value obtained in the respondent's answer.  Vol.11, No.12, 2019 57 seen from the grand mean value of the service quality variable of 4.14. The highest item value is in item number 2 and the lowest item value is in item number 7.  Table 3, it can be seen that the respondents answered that the brand image is high. It can be seen from the grand mean value of the brand image of 4.15. The highest item value is found in item number 16 and the lowest item value is in item number 12.  Table 5, it can be seen that the respondents answered that loyalty is high. It can be seen from the value of the grand mean of loyalty of 3.64. The highest item value is found in item number 30 and the lowest item value is in item number 27.

Path Analysis 4.3.1 First Model Equation
The first model equation discusses the influence of service quality (X1) and brand image (X2) on customer satisfaction (Z).  Vol.11, No.12, 2019 In Table 6, it can be seen that the significance value of the service quality variable (X1) and Brand Image (X2) is 0.000 which shows that the significance value of the two variables is smaller than alpha of 0.05. These results provide the conclusion that the first equation, the service quality and brand image have a positive influence on customer satisfaction.  Table 7, it can be seen that the value of R Square is 0.205, so that it can be interpreted that the contribution of the influence of service quality variable (X1) and brand image (X2) on customer satisfaction (Y) is 20.5%, while the remaining 79.5% is the contribution of other variables not listed in this study. The value of e1 can be searched using the following formula: e1= ( Table 8, Sub-Structure Coefficients 2, it can be seen that the significance value of the service quality variable (X1) and Brand Image (X2) is 0.019 and customer satisfaction is 0.000 which shows that the significance value of the three variables is smaller than alpha of 0.05. These results provide the conclusion that the second equation, the service quality, brand image and customer satisfaction has a positive influence on loyalty. In Table 8, it can be seen that the R Square value is 0.425, so that it can be interpreted that the contribution of the influence of service quality variable (X1), brand image (X2), and customer satisfaction (Y) is 42.5 %, while the remaining 57.5% is the contribution of other variables not listed in this study. The e2 value can be searched using the following formula:  The results of the analysis show a significance value of 0.000 and a path coefficient value of 0.220 which concludes that H1 is accepted and service quality (X1) has a positive and significant influence on customer satisfaction (Z).

b. Second Hypothesis Test
The results of the analysis show a significance value of 0.000 and a path coefficient value of 0.289 which concludes that H2 is accepted and brand image (X2) has a positive and significant influence on customer satisfaction (Z). c. Third Hypothesis Test The results of the analysis show a significance value of 0.000 and the path coefficient value is 0.249 which concludes that H3 is accepted and customer satisfaction (Z) has a positive and significant influence on loyalty (Y).

d. Fourth Hypothesis Test
The results of the analysis show a significance value of 0.000 and a path coefficient value of 0.429 which concludes that H4 is accepted and service quality (X1) has a positive and significant influence on loyalty (Y). e. Fifth Hypothesis Test The results of the analysis show a significance value of 0.019 and a path coefficient value of 0.117 which concludes that H5 is accepted and brand image (X2) has a positive and significant influence on loyalty (Y). f. Sixth Hypothesis Test Service quality has a positive influence on loyalty through customer satisfaction. The hypothesis is obtained from the calculation of the multiplication of the value of beta (β) X1 against Z with the value of beta (β) Z towards Y of: 0.220 x 0.24 = 0.055 g. Seventh Hypothesis Test Brand image has a positive influence on loyalty through customer satisfaction. The hypothesis is obtained from the calculation of the multiplication of the value of beta (β) X2 against Z with the value of beta (β) Z towards Y of: 0.289 x 0.249 = 0.072

Influence of Service Quality on Customer Satisfaction
Based on the results of the path analysis that has been done, it can be seen that the service quality variables have a positive and significant influence on the satisfaction of Citilink airline customers in Abdurahman Saleh Airport. This statement can be seen from the significance value of 0.000 < 0,05, which can be interpreted that the quality of service significantly influences customer satisfaction. In addition, the path coefficient value is 0.220 which indicates that the influence of service quality on customer satisfaction is 22%. The results of this study are in line with previous studies conducted by Wantara (2015), Verriana & Anshori (2017), and Iskandar (2015) which obtained the results of research that service quality variables significantly influence customer satisfaction.

Influence of Brand Image on Customer Satisfaction
Based on the results of the path analysis that has been done, it can be seen that the brand image variables have a positive and significant influence on the satisfaction of Citilink airline customers in Abdurahman Saleh Airport. This statement can be seen from the significance value of 0.000 < 0.05, which can be interpreted that the brand image significantly influences customer satisfaction. In addition, the path coefficient value is 0.289 which indicates that the influence of brand image on customer satisfaction is 28%. The results of this study are in line with several studies conducted by Rizky et al. (2016) and Andreani et al. (2012) which stated that there is a significant influence on the brand image variables on customer satisfaction.

Influence of Customer Satisfaction on Loyalty
Based on the results of the path analysis that has been done, it can be seen that the customer satisfaction variables have a positive and significant influence on the loyalty of Citilink airline customers at Abdurahman Saleh Airport. This statement can be seen from the significant value of 0.000 < 0.05, which can be interpreted that customer satisfaction has a significant influence on loyalty. In addition, the path coefficient value is 0.249 which indicates that the influence of customer satisfaction on loyalty is 24%. The results of this study are in line with the research conducted by Santouridis and Trivellas (2010), Andreani et al. (2012) and Tombokan et al. (2015) which stated that there is a positive and significant influence on customer satisfaction on loyalty.

Influence of Service Quality on Loyalty
Based on the results of the path analysis that has been done, it can be seen that the quality of service has a positive and significant influence on the loyalty of Citilink airline customers at Abdurahman Saleh Airport. This statement can be seen from the significance value of 0.000 < 0.05, which can be interpreted that service quality significantly influences customer satisfaction. In addition, the path coefficient value is 0.429 which indicates that the influence of service quality on loyalty is 42%. This research is supported by several studies such as research conducted by Iskandar and Wijaksana (2015) and Verriana and Anshori (2017) which provided findings that service quality has a positive and significant influence on loyalty.

Influence of Brand Image on Loyalty
Based on the results of the path analysis that has been done, it can be seen that the brand image has a positive and significant influence on the loyalty of Citilink airline customers at Abdurahman Saleh Airport. This statement can be seen from the significance value of 0.019 < 0.05, which can be interpreted that the brand image has a significant influence on loyalty. In addition, the path coefficient value is 0.117 which indicates that the influence of service quality on loyalty is 11%. The results of this study are in line with the research conducted by Bondesson (2012) which provided findings that brand image has a significant influence on loyalty. 5.6 Influence of Service Quality on Loyalty through Customer Satisfaction Based on the results of path analysis, it is found that the value of indirect influence on service quality on loyalty through customer satisfaction was greater than the value of direct influence. These results indicate that the service quality (X1) has an indirectly positive and significant influence on loyalty (Y) through customer satisfaction (Z). This results of the research are in line with research conducted by Pribadi (2014) which obtained results that customer satisfaction can be mediated in the relationship between service quality and loyalty.

7 Influence of Brand Image on Loyalty through Customer Satisfaction
Based on the results of path analysis, it is found that the value of indirect influence on brand image on loyalty through customer satisfaction is greater than the value of direct influence. These results indicate that the brand image (X2) has an indirectly positive and significant influence on loyalty (Y) through customer satisfaction (Z). The result of the research conducted by Andreani et al. (2012) on McDonald's visitors is that if the brand image has an influence on customer satisfaction, then customer satisfaction also has an influence on loyalty. Another study that also supports the result of this research is a research conducted by Butt and Maurtaza (2011) which revealed that customer satisfaction can mediate between brand image and loyalty.