THE IMPACT OF SERVICE QUALITY ELEMENTS, WORD OF MOUTH AND AIRLINE BRAND IMAGE ON CONSUMER BEHAVIOR TO CHOOSE LION AIR: A CASE STUDY

Abstract

This study aims to examine elements related to service quality, word of mouth, brand image and customer behaviour in choosing Lion Air airlines for air travel. Customer behaviour is influenced by service quality which in this study affects word of mouth and product image identified through hypothesis testing using quantitative analysis methods. In the sampling method, the criteria for non purposive sample respondents are determined, namely accidental sampling to determine the criteria for consumers who use Lion Air airlines in Tanjungpinang not less than 96 people. This study uses SmartPLS 13 to test the influence between variables. The results of research with hypothesis testing show that the value when bootstrapping and all indicators meet the standard rules of factor loadings above 0.6, meaning that consumer behaviour in using Lion Air airlines is influenced by service quality variables that initiate the creation of word of mouth and the Lion Air airline brand