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All Journal Jurnal Ragam Pengabdian
Amelia, Ristiani
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Environmental Science Social Sciences Other

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The Effect of Service Quality, Customer Satisfaction, and Brand Image on Customer Loyalty of Garuda Indonesia Airlines(Case Study at Soekarno-Hatta Airport–CGK) Amelia, Ristiani; Perkasa, Didin Hikmah
Jurnal Ragam Pengabdian Vol. 3 No. 2 (2026): Mei-Agustus, Sustainable Development Goals (SDGs): Multidisciplinary Perspectiv
Publisher : Lembaga Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/1e2t7217

Abstract

This study examines the effects of service quality, customer satisfaction, and brand image on customer loyalty among Garuda Indonesia passengers at Soekarno-Hatta International Airport. A quantitative causal design was employed, with primary data collected through online questionnaires from 100 respondents selected via accidental sampling. The data were analyzed using multiple linear regression with SPSS. The results indicate that service quality (t = 5.696, sig = 0.000), customer satisfaction (t = 3.221, sig = 0.002), and brand image (t = 3.972, sig = 0.000) each have a positive and significant effect on customer loyalty. Furthermore, the simultaneous test (F = 28.983, sig = 0.000) confirms that all three variables collectively influence customer loyalty. The R-square value of 0.475 indicates that these variables explain 47.5% of the variance in customer loyalty, while the remaining 52.5% is influenced by other factors outside the model. These findings suggest that Garuda Indonesia should prioritize service quality enhancement, particularly in staff responsiveness and service consistency, while strengthening its premium brand image to foster long-term customer loyalty. This study contributes empirical evidence to the service marketing literature in the context of full-service airlines in Indonesia.
Co-Authors Didin Hikmah Perkasa