Razid, Syukur (2023) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN TIKET PENERBANGAN MASKAPAI CITILINK RUTE SEMARANG (SRG) - JAKARTA (CGK). SKRIPSI.
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SKRIPSI RAZID SYUKUR FINAL CHAPTER.pdf Restricted to Repository staff only Download (2MB) |
Abstract
The purpose of this study was to determine whether there is influence of promotion, price perception, and brand image variables on the decision to purchase Citilink airplane tickets for the Semarang (SRG)-Jakarta (CGK) route. The sample in this study were 100 Citilink passengers on the Semarang (SRG)- Jakarta (CGK) route. This study uses a non-probability sampling technique, with the type used is Incidental Sampling. Data analysis used in this research is descriptive and quantitative analysis. Data were analyzed using multiple linear regression analysis with the help of (software) Statistical Package For Social Science (SPSS) version 25. Based on the results of research by testing the hypothesis t-test partially shows that promotion, perceived price, and brand image have a positive and significant effect on purchasing decisions. Based on the results of the study it can be seen that the research model of multiple linear regression equations is Y = 1,093 + 0,330X1 + 0,234X2 + 0,345X3 + µ. From the regression equation, the variable that has the most dominant influence is the brand image variable with a regression coefficient of 0.345. And in the R2 (R Square) test, the Adjust R Square value obtained a result of 0.475 or 47.5%, which means that the purchase decision is influenced by promotion variables, perceived price and brand image of 47.5% and other factors that influence purchases. decision of 52.5%. Keywords : Promotion, Perceived Price, Brand Image, Purchase Decision
| Item Type: | Article |
|---|---|
| Additional Information: | 212404014 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 13 Sep 2023 04:40 |
| Last Modified: | 13 Sep 2023 04:40 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/5609 |
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