Record Detail

Low-Cost Carrier airlines in Indonesia are still not well imaged. This is thought to be related to tariff and service quality aspects. Therefore, this study aims to examine the effect of tariffs and service quality on the image of LCC airlines in Indonesia. This research is conducted by using a quantitative approach. The unit of analysis in this study is the domestic Low Cost Carrier airlines that has issued a passenger membership (Frequent Flyer) consisting of 4 airlines, namely Lion Air (Lion Air Passport), Citylink (Supergreen Card), Air Asia (Big Loyalty Card), and Batik Air (Batik Frequent Flyer Card). The observation unit is a passenger who has more than one airline membership card. Observations is made at the time section that is cross horizon / one shoot), namely in 2019. Primary data is taken from a sample of 150 passengers of the airline. The measurement scale in the questionnaire uses a 1-5 Likert scale. The hypothesis is tested using partial least squares (PLS). The results show that tariff and service quality affect the image of LCC airlines in Indonesia. Quality of service has a greater influence than tariff in improving the image of an airline. The results of this study have implications for the management of LCC airlines in Indonesia that in order to build a positive airline image, it is necessary to improve the quality of the services provided and be supported by appropriate tariffs.