Pengaruh Kualitas Pelayanan dan Brand Image Terhadap Kepuasan Konsumen pada Maskapai Penerbangan Lion Air (Studi di Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara)

Abstract

This research aims to determine and analyze the influence of service quality and brand image on consumer satisfaction at Lion Air at the Faculty of Economics and Business, University of North Sumatra. This type of research is Associative Causal with Quantitative techniques. The population in this research is Active Students of the Faculty of Economics and Business, University of North Sumatra for the 2020-2023 Academic Year registered in 3 Study Programs, namely: Accounting, Development Economics, Management who are interested in using Lion Air airline services the number of which is unknown. The sample in this research was 91 students from the Faculty of Economics and Business, University of North Sumatra. The data collection method in this research is a questionnaire using a Linkert scale. The analytical method used in this research is multiple linear regression analysis and coefficient of determination using SPSS. Based on the simultaneous F test, it shows that Service Quality and Brand Image simultaneously have a significant effect on consumer satisfaction on Lion Air Airlines with a coefficient of determination of 41.4%. Meanwhile, the results of the t test (Partial), Service Quality has a Positive and Significant Influence on Consumer Satisfaction, Brand Image Has a Positive and Significant Influence on Consumer Satisfaction at the Faculty of Economics and Business, University of North Sumatra.