Citilink's Customization Service Fosters Customer Loyalty

This study aims to analyze the influence of customization services on the loyalty of citilink airline passengers by considering the role of trust, satisfaction, and perceived value. The method used in this study uses a quantitative method with a survey technique of 80 citilink airline service users. data analyzed using Partial Least Squares structural equation modeling (PLS-sem).The method of making the model was calculated using SmartPLS software 4.the results showed that 80 respondents. The results showed that trust in customization had a significant positive effect on passenger loyalty (β=0.403,t=2,043,p<0.05), satisfaction with customization also had a positive effect on loyalty (β=0.440,t=2,017,p<0.05), and passenger satisfaction was also proven to have an effect positive and significant to the perceived value (β=0669,t=4,033,p<0.01). The results of this study prove that even though citilink airlines operate as low cost carriers (LCC), service customization strategies are effective in building passenger loyalty. conducting comparative studies with other low-cost airlines (LCCs).