PENGARUH SERVICE QUALITY DAN BRAND ASSOCIATION TERHADAP CUSTOMER SATISFACTION PADA PELANGGAN JASA PENERBANGAN GARUDA INDONESIA DI SURABAYA

Abstract

The market situation is highly dynamic and gives the very tight impact of competition in the global business. Every company wants the satisfaction from their customers. Various strategies implemented in order to create customer’s satisfaction. In the service sector, generally service quality use as the benchmark for customer satisfaction. Besides that, brand association is also use to create a positive impression in the minds of customer who ultimately will create customer satisfaction as well. The purpose of this study was to analyze the influence of service quality and brand association to customer satisfaction in Garuda Indonesia in Surabaya, which the research conducted by distribute questionnaires to 125 respondents who have used the service of Garuda Indonesia in Surabaya. Based on the results of statistical using F test, there are indicate that the service quality and brand association are simultaneously influence the customer satisfaction according to the service of Garuda Indonesia in Surabaya, It has a significant level < 0.05. Based on the result of calculation of t count, partially service quality and brand association has a significant level < 0.05. It proves these variables partially have a significant effect on customer satisfaction according to the service of Garuda Indonesia in Surabaya. Based on the result of test calculations on the coefficient of determination (Adjust R Square) it shows that customer satisfaction is influenced by the variable service quality and brand association by 57.5%, while the remaining percentage of 42.5% explained by other variable or causes beyond the regression model of this study.