Survey methods are used to determine the effect of pricing policy implementation (X1),
quality of service (X2), and customer loyalty (Y) on PT. Garuda Indonesia, for Jakarta-
Surabaya route in 2014. With a population of 773 154 passengers and a sample of 400
respondents, the data is obtained through questionnaires using Likert scale. With a simple
and multiple linear regression analyses, simple and partial correlation, with significance
level at Î± = 0.05, it was found that, first, there is a positive relationship between pricing
policy and customer loyalty. The variation that occurs in customer loyalty is determined
by pricing policy. Secondly, there is a positive relationship between service quality
and customer loyalty. The variation that occurs in customer loyalty is determined by
service quality. Third, there is a positive influence of pricing policy and service quality on
customer loyalty with the coefficient of determination ry1.22 = 0.354, so 35.4% variation
happening to customer loyalty is determined simultaneously by pricing policy and service
quality. The implication proves that customer loyalty can be enhanced by improving the
pricing policy and service quality.
Keywords: customer loyalty, pricing policy, service quality.
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