The increase in population indirectly has a positive impact on air transport passengers, significantly affecting the aviation industry. In order to win the competition, Lion Air should focus on customer loyalty. Moreover, Lion Air itself is a multinational airline. This study will focus on examining the effect of service quality, product quality, price to customer loyalty through customer satisfaction. This type of research is causal research because this study is used to explain the causal relationship between variables in the research model. The sampling method used in this research is non-probability sampling. The sample used in this study was 200 respondents of Lion Air passenger in Surabaya. The result of this research finds that from four hypotheses, all hypotheses are accepted. It is found that service quality, product quality and price influence significantly to customer satisfaction. Then, customer satisfaction influence significantly to customer loyalty.

Customer Satisfaction

Customer Loyalty

product quality

service quality

price