PENGARUH PERSEPSI MEREK JASA TERHADAP SERVICE QUALITY, VALUE DAN LOYALITAS PELANGGAN: STUDI INDUSTRI LOW COST AIRLINES INDONESIA

Abstract. This paper investigate the effect of service brand on customer value and loyalty. Speciffically, the study examines the influence of brand image, company image, employee trust and company trust on service quality, customer value and loyalty. The data were collected from a total of 222 customers of 7 low cost airlines. A Structural Equation Modeling (SEM) is used to assess the relationships of the research model. The result shows that it is brand image which has significant influence on both service quality and customer value while employee trust and cost has significant influences on customer value