Pengaruh Citra Merek Dan Keputusan Pembelian Terhadap Loyalitas Pelanggan Pada Maskapai Penerbangan Lion Air

Abstract

This research aims to determine wether brand image and customer purchase decisions influence on customer loyalty in Lion Air airlines. This research also aims to analyze the most dominant factors impact to purchasing decisions on Lion Air airlines. The population used in this research is the customer who ever or use or often use Lion Air airlines. Samples in this study were 108 respondents and technique used are purposive sampling technique. Data analysis using SPSS 20 (Statistical Package for Social Science). Based on results of the research show that brand image and customer purchase decisions influence customer loyalty in Lion Air airlines.