ANALISIS PENGARUH COMPLAINT HANDLING TERHADAP BRAND CREDIBILITY MELALUI SATISFACTION WITH COMPLAINT HANDLING DAN OVERALL SATISFACTION PADA KONSUMEN MASKAPAI LION AIR DI SURABAYA

Abstract

With increasingly fierce competition, airlines are required to constantly improve services for their passengers satisfaction. Lion Air airlines is one of airlines as consumer choice. Based on the level of top brand, Lion Air is still considered low compared to Garuda Indonesia for reasons of service, comfort, safety, brand and service availability. Customer complaints on Lion Air airline service could have an impact on customer satisfaction. Low levels of satisfaction in the end will cause a decline in the Lion Air brand credibility. This study aims to identify and analyze the influence of complaint handling on brand credibility through satisfaction with complaint handling and overall satsifaction. The sample was 100 customers of Lion Air airline in Surabaya with purposive sampling technique. The technique of data analysis using regression with SPSS. The study results show that overall satisfaction has significant effect on brand credibility, satisfaction with complaint handling has significant effect on brand credibility, satisfaction with complaint handling has significant effect on overall satisfaction, and complaint handling also has significant effect on satisfaction with complaint handling in Lion Air Airline Surabaya.