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Saudi Journal of Business and Management Studies (SJBMS)
Volume-4 | Issue-01 | 20-27
Original Research Article
Analysis of Brand Image against Customer Satisfaction and its Impact on Repurchase Intention Citilink Indonesia
Diorezky Yoga Pratama, Baruna Hadibrata
Published : Jan. 16, 2019
DOI : 10.36348/sjbms.2019.v04i01.004
Abstract
PT Citilink Indonesia is an airline that has become one of LCC's top brands in the Indonesian aviation industry. Amid the current competition of airlines, especially for LCC airlines, an appropriate marketing strategy is needed to support ticket sales that year. Research on the influence of brand image inherent in Citilink airlines on customer satisfaction and its impact on interest in repurchasing tickets for 145 GMF employees at Hangar 4 Tangerang, Banten. With SEM analysis, this study examines the influence of brand image formed on the market. This study uses a quantitative method with the study population being GMF employees at Hangar 4 Tangerang, Banten the results of the analysis show that the brand image has a positive and significant value on customer satisfaction. This is also in line with the positive results that are also shown by the brand image of repurchasing interest. The higher customer satisfaction in an airline service automatically, the interest in repurchasing airline tickets will also increase
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