BRATADILAGA, PRIYATNA (2019) PENGARUH ASOSIASI MEREK, MOTIVASI KONSUMEN, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN TIKET MASKAPAI PENERBANGAN LION AIR DI DKI JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to examine and analyze the Influence of Brand Association, Consumer Motivation and Promotion of the LION AIR Airline Purchase Decisions. This study uses community respondents who are especially Lion Air Airline ticket buyer in the DKI Jakarta area. By using purposive sampling as a sampling technique so that 220 respondents were obtained as samples. The analusis technique used in this study is the Structural Equation Model (SEM) with the LISREL (Linear Structural Relationship) analysis tool. The results of this study indicate that Consumer Motivation has a positive & significant effect on Purchasing Decisions. As for the Brand Assoation and Promotion does not have a significant effect on Purchasing Decisions. Keywords: LION AIR Airline, Brand Assoation, Consumer Motivation, Promotion and Purchasing Decisions. Penelitian ini bertujuan untuk menguji dan menganalisis Pengaruh Asosiasi Merek, Motivasi Konsumen, dan Promosi Terhadap Keputusan Pembelian Maskapai Penerbangan LION AIR. Penelitian ini menggunakan responden masyarakat yang khususnya pembeli tiket maskapai penerbangan Lion Air yang berada di daerah DKI Jakarta. Dengan menggunakan purposive sampling sebagai teknik penentuan sampel diperoleh 220 responden sebagai sampel. Teknik analisis yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan LISREL (Linear Structural Relationship). Hasil penelitian ini menunjukan bahwa Motivasi Konsumen berpengaruh secara positif & signifikan terhadap Keputusan Pembelian. Sedangkan untuk variabel Asosiasi Merek dan Promosi tidak berpengaruh signifikan terhadap Keputusan Pembelian. Kata Kunci: Maskapai LION AIR, Asosiasi Merek, Motivasi Konsumen, Promosi dan Keputusan Pembelian.
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 19 615 |
| NIM/NIDN Creators: | 43114110133 |
| Uncontrolled Keywords: | Maskapai LION AIR, Asosiasi Merek, Motivasi Konsumen, Promosi dan Keputusan Pembelian. |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 334 Cooperative/Koperasi, Sistem Perkoperasian 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 334 Cooperative/Koperasi, Sistem Perkoperasian > 334.5 Consumer Cooperatives/Koperasi Konsumen |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 28 Nov 2021 16:25 |
| Last Modified: | 05 Apr 2022 02:55 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/50990 |
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