INFLUENCE OF BRAND IMAGE AND SERVICE VALUE ON PURCHASE FOR CUSTOMER SATISFACTION AT PT CITILINK INDONESIA TBK (Halim Perdana Kusuma Airport 2018-2023)

Aditya Wardhana, Didit Antony, Ersa Putri Setyanto, Stefanus Calvin Pratama

Abstract


To influence clients purchasing choices and maintain its position in the aviation sector, Citilink must improve its perceived value to achieve passenger satisfaction. PT Citilink Indonesia has built a strong reputation in the aviation industry. The airline must consistently provide a positive service value impression to each customer to remain competitive and survive in the field, which ultimately affects customer satisfaction and buying decisions. The findings of this study suggest that even airlines with a strong brand image will struggle to satisfy and attract consumers unless they also build a high level of trust in delivering exceptional service value. The study, which was conducted over three months at Halim Perdana Kusuma Airport with a sample size of 164 respondents, used a quantitative approach using SMARTPLS (Partial Least Square) 3.0 for data processing. The sampling is through distributing questionnaires and using non-probability sampling through Citilink passengers as the object of research.


Keywords


Brand image, perceived value, customer satisfaction, purchase decision, citilink

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DOI: https://doi.org/10.25292/atlr.v6i0.595

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Advances in Transportation and Logistics Research

ISSN: 2622-5778 (online)
Published by: Institut Transportasi dan Logistik Trisakti, Jakarta - Indonesia

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