PENGARUH KUALITAS LAYANAN, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN TIKET PENERBANGAN DOMESTIK LION AIR

SATRIAGI, OBE (2020) PENGARUH KUALITAS LAYANAN, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN TIKET PENERBANGAN DOMESTIK LION AIR. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The research aims to analyse the influence of quality of service, prices and promotion on buying decision of Lion Air Domestic Flight Tickets at West Jakarta. This research is causal using hypotheses and purposive sampling technique in sampling. Characteristic of the respondents that were researched with minimum age of ±20 years and had used Lion Airlines services. This research was conducted with 100 respondents by using quantitative descriptive approach. Analysis of data used statistical software SPSS version 25. The result of regression analysis found tha the quality of services, prices dan promotion had any relationship or correlation with purchase decision, yet price is not significant to purchase decision of passanger Lion Air. Keywords: Quality of services, Price, Promotion, Purchase Decision Penelitian ini untuk mengetahui pengaruh Kualitas Layanan, Harga dan Promosi terhadap keputusan pembelian Tiket penerbangan Domestik Lion Air di Jakarta Barat. Penelitian ini merupakan penelitian kausal dengan menggunakan hipotesis dan menggunakan teknik Purposive sampling dalam pengambilan sampel. Karakteristik responden yang diteliti adalah responden dengan usia minimal ±20 tahun dan pernah menggunakan jasa maskapai penerbangan Lion Air. Penelitian ini dilakukan terhadap 100 responden dengan menggunakan pendekatan deskriptif kuantitatif. Analisis data yang dilakukan menggunakan SPSS 25. Hasil dari regresi linear berganda diketahui bahwa Kualitas Layanan, Harga dan Promosi mempunyai hubungan atau korelasi dengan keputusan pembelian, namun harga tidak berpengaruh dengan keputusan pembelian penumpang Lion Air Kata kunci: Kualitas Layanan, Harga, Promosi, Keputusan pembelian.

Item Type: Thesis (S1)
Call Number: SE/31/19/244
NIM: 43115010232
Uncontrolled Keywords: Kualitas Layanan, Harga, Promosi, Keputusan pembelian.
Subjects: 600 Technology/Teknologi > 640 Home Economic and Family Living Management/Kesejahteraan Rumah Tangga dan Manajemen Kehidupan Keluarga > 642 Meals and Table Service/Makanan dan Layanan Meja
600 Technology/Teknologi > 640 Home Economic and Family Living Management/Kesejahteraan Rumah Tangga dan Manajemen Kehidupan Keluarga > 642 Meals and Table Service/Makanan dan Layanan Meja > 642.6 Serving at Table/Layanan di Meja
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 > 651 Office Services/Layanan Kantor
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 651 Office Services/Layanan Kantor > 651.9 Office Services in Specific Kinds of Enterprises/Layanan Kantor untuk Perusahaan Tertentu
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 17 Jan 2020 07:37
Last Modified: 17 Jan 2020 07:37
URI: http://repository.mercubuana.ac.id/id/eprint/53635

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