PENGARUH BRAND IMAGE, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA MASKAPAI PENERBANGAN LION AIR

WATI, WIDIYA PUSAKA (2019) PENGARUH BRAND IMAGE, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA MASKAPAI PENERBANGAN LION AIR. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine and analyze the influence of brand image, price perception and promotion on consumer purchasing decisions on the airline Lion Air. The method used in this research is descriptive method. The object of this research is the airline customers of Lion Air at Soekarno Hatta airport terminal 1A as many as 120 respondents. The approach used in this study is the Structural Equation Model (SEM) with a Smart-PLS analysis tool. The results show that brand image has a positive and significant effect on purchasing decisions. Price has a positive and significant effect on purchasing decisions. Promotion has a positive and significant effect on purchasing decisions. Keywords : Brand Image, Price Perception, Promotion, Purchase Decision Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh brand image, persepsi harga dan promosi terhadap keputusan pembelian konsumen pada maskapai penerbangan lion air. Metode yang digunakan dalam penelitian ini adalah metode deskriptif. Objek penelitian ini adalah konsumen maskapai penerbangan Lion Air di bandara Soekarno Hatta terminal 1A sebanyak 120 responden. Pendekatan yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart-PLS. Hasil penelitian menunjukan brand image berpengaruh positif dan signifikan terhadap keputusan pembelian. Harga berpengaruh positif dan signifikan terhadap keputusan pembelian. Promosi berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata kunci : Brand Image, Persepsi Harga, Promosi, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 407
Call Number: SE/31/19/075
NIM: 43114120218
Uncontrolled Keywords: Brand Image, Persepsi Harga, Promosi, Keputusan Pembelian
Subjects: 200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.431 Buy Sell/Jual Beli
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.67 Advertisement and Posters/Iklan dan Poster
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 18 Dec 2019 00:43
Last Modified: 06 Jan 2020 07:58
URI: http://repository.mercubuana.ac.id/id/eprint/52910

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