PAJAR, ANNUUR (2023) ANALISIS PENGARUH HARGA DAN BRAND IMAGE MASKAPAI PENERBANGAN TERHADAP KEPUTUSAN PEMBELIAN DALAM RESERVASI TIKET PESAWAT DI PT. ARYA MEDIA TOUR & TRAVEL. Other thesis, Politeknik Negeri Sriwijaya.
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Abstract
Pada era modern ini, dibutuhkan transportasi yang cepat dan efisien, maka banyak masyarakat memilih maskapai penerbangan. Sebagian besar masyarakat mempertimbangkan harga dan brand image sebelum melakukan pembelian. Maka dari itu, Penelitian ini mengambil fenomena mengenai Harga dan Brand Image Maskapai Penerbangan Terhadap Keputusan Pembelian Konsumen Dalam Reservasi Tiket Pesawat Di PT. Arya Media Tour dan Travel. Penelitian ini memiliki tujuan menganalisa adanya pengaruh harga dan brand image (citra merek) maskapai penerbangan terhadap keputusan pembelian dalam reservasi tiket pesawat di PT. Arya Media Tour dan Travel dengan menggunakan pendekatan analisis regresi berganda. Populasi pada kajian ini mencakup semua pelanggan media tour dan travel sejumlah sampel 100 individu terpilih dalam mengaplikasikan teknik purposive sampling. Metode yang digunakan dalam pengumpulan data yaitu meliputi kuesioner, dokumentasi, wawancara, studi kepustakaan. Penelitian ini memperoleh hasil bahwa variabel dependen harga dan brand image penelitian ini mempengaruhi variabel keputusan pembelian dalam reservasi tiket pesawat.
| Item Type: | Thesis (Other) |
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| Uncontrolled Keywords: | Brand Image, Harga, Keputusan Pembelian |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HG Finance |
| Divisions: | Business Management > Undergraduate Theses |
| Depositing User: | Mr Bambang Anthony |
| Date Deposited: | 13 Feb 2024 04:59 |
| Last Modified: | 13 Feb 2024 04:59 |
| URI: | http://eprints.polsri.ac.id/id/eprint/14460 |
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