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Library's collection Library's IT development CancelLion Air as a well-established Low-cost Carrier has been able to manage its
services in the domestic market. Lion Air is the only one Low-cost Carrier in
Indonesia which has the highest domestic market share. However, the domestic
market shares of Lion Air have decreased in recent years. There are many
competitors that start to take over Lion Air's domestic market shares. This research
is aimed to analyze the impact of service marketing-mix elements toward customer based
brand equity of Lion Air. There are 124 respondents gathered in this research
using simple random sampling method. This research used reliability and validity
test and also classical assumption. Then, multiple linear regression test is used to
prove the impact of each service marketing elements toward each dimension of
customer-based brand equity for further data-analysis. This research's findings
indicate that service marketing mix elements have significant impact toward the
customer-based brand equity dimensions of Lion Air. In addition, place and process
elements were found to have significant impact toward brand awareness, brand
association, and brand loyalty of Lion Air, and place element is the only one that
has significant impact towards perceived quality of Lion Air.