Abstract :
This study was conducted to determine the effect of independent variable, service
quality, using the AIRQUAL model, which consists of five dimensions (Airline
Tangible, Terminal Tangible, Personnel Service, Empathy, and Airline Image) on
dependent variable, customer loyalty, which consists of two dimensions (attitudinal
loyalty and behavioral loyalty) on Lion Air Jakarta Airlines. This study implements
descriptive quantitative methods, and questionnaires are distributed as a means of
collecting data from respondents. The sample of this research consists of customers
who have used the services of Lion Air Airlines at least twice in the period from 2020
to 2022 with Soekarno-Hatta as arrival and departure airports. A total of 96
respondents participated in this study after going through the data checking stage. The
data that has been collected then processed using a simple linear regression method
using the SPSS 25 software program. Based on the results of data analysis, it can be
concluded that service quality has an effect of 39.9% on customer loyalty.