[ABSTRAK
Biaya untuk mendapatkan konsumen baru jauh lebih besar daripadamempertahankan konsumen lama. Mempertahankan loyalitas konsumenmerupaka han yang perlu diperhatikan bagi perusahaan jasa. Dari kacamatakonsumen, terdapat dua hal yang mempengaruhi konsumen untuk tetapmenggunakan jasa perusahaan : hal-hal yang membuat konsumen bertahan danbiaya tangible dan intangible untuk berpindah ke penyedia jasa lainnya. Dalamstudi ini, penulis melakukan penelitian terhadap satisfaction dan trust, yangmerupakan bagian dari relationship quality, serta switching barrier dalampengaruhnya terhadap customer loyalty di PT. Garuda Indoneia Tbk.

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ABSTRACT
The cost of attracting new customers is much higher than the cost of retaining oldcustomers, keeping customers loyal is an important issue for service firms. Fromthe perspective of the customer, two aspects of service affect the decision toremain or defect: what makes a customer want to stay, and the tangible andintangible costs of switching to another service provider. In this research, westudied how satisfaction and trust, which are the antecedent of relationshipquality, and switching barrier has a positive effect on customer loyalty in PT.Garuda Indonesia Tbk, The cost of attracting new customers is much higher than the cost of retaining oldcustomers, keeping customers loyal is an important issue for service firms. Fromthe perspective of the customer, two aspects of service affect the decision toremain or defect: what makes a customer want to stay, and the tangible andintangible costs of switching to another service provider. In this research, westudied how satisfaction and trust, which are the antecedent of relationshipquality, and switching barrier has a positive effect on customer loyalty in PT.Garuda Indonesia Tbk]