PENGARUH HARGA, CITRA MEREK DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN TIKET GARUDA INDONESIA

Abstract

This research based on the current phenomenon that mass transport such as aircraft has increased, growth because of the community has made traveling as a lifestyle. This research aims to determine and analyze the influence of price, brand image and quality of service to the decision to purchase the tickets of Garuda Indonesia Airline. The population used in this research are the passengers of the aircraft whomade flight using Garuda Indonesia Airline. Sampling technique using non probability sampling with the number of samples obtained as many as 100 respondents. The analysis technique used in this research is multiple linear regression analysis.
Based on the results of research, it is known that the price variable has a unsignificant influence, this is because the price offered is in accordance with the given by the airline. As for the variable of brand image and service quality have positive and significant influence to ticket purchasing decision, this is influenced by the performance of airline having good image and quality of service provided by Garuda Indonesia airline is maintained so that passengers still choose the airline to accompany the trip and give space which is convenient to the passengers.
Keywords: price, brand image, service quality, purchase decision.