PENGARUH CITRA MEREK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PAKET UMRAH PT ODIFA JELAJAH DUNIA

Abstract

This research aimed to examine how the effect of brand image, price, and promotion on buying decisions of Umrah package at PT Odifa Jelajah Dunia. While the research was quantitative. The research was causal-comprative quantitative approach. Moreover, the instrument in data collection technique used questionnaires. The questionnaires were distributed directly to respondents. In line with, there were 100 samples of respondents. Furthermore, the data analysis technique used multiple linear regression, validity dan reliability tests. The research result concluded that brand image had a positive and significant effect on buying decisions of Umrah package at PT Odifa Jelajah Dunia . Likewise, price had a positive and significant effect on buying decisions of Umrah package at PT Odifa Jelajah Dunia . Similarly, promotion had a positive and significant effect on buying decisions of Umrah package at PT Odifa Jelajah Dunia .
Keywords: brand image, price, promotion, buying decisions