Sandriana Marina Primary Author

This study aims to find alternative solution models through exploring and analyzing the data and information concerning the structural influence of relationship marketing and service quality on price fairness. The method in this research is descriptive and verificative with data analysis using Structural Equation Modelling. Primary data is collected through a survey toward 200 passengers of domestic scheduled full service airlines in the hub airports in Java island. The research shows that relationship marketing has a more dominant influence rather than service quality on price fairness. This study has some limitations so that further research can be carried out to develop the research model. The result of this research suggests to expand the study on its analysis unit in order to give wider contributions to studying price fairness.