Ni Made Lintang Putri Pradnyani Primary Author Marcel James Laksmana Primary Author Suharto Abdul Majid Primary Author Ratna Suminar Primary Author

This study contains an analysis of the effect of service quality and brand image on customer loyalty in using Batik Airlines services. Users of Batik Airlines services make up the study's population. Data were collected using a random sampling technique, and surveys were given out to Batik Air customers. Additionally, the research method used is a quantitative method with a multiple linear regression approach assisted by the Statistical Package for the Social Sciences (SPSS) program and then analyzed by validity test, reliability test, normality test, multiple regression analysis, coefficient of determination test (R2), test T, and test F so that it was found that service quality has a positive and significant effect on customer loyalty, brand image has a positive and significant effect on customer loyalty, and brand awareness has a positive and significant impact on customer loyalty.