PENGARUH ASOSIASI MEREK, MOTIVASI KONSUMEN, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN TIKET MASKAPAI PENERBANGAN LION AIR DI DKI JAKARTA

BRATADILAGA, PRIYATNA (2020) PENGARUH ASOSIASI MEREK, MOTIVASI KONSUMEN, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN TIKET MASKAPAI PENERBANGAN LION AIR DI DKI JAKARTA. S1-Sarjana 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-Sarjana)
NIM: 43114110133
Uncontrolled Keywords: Maskapai LION AIR, Asosiasi Merek, Motivasi Konsumen, Promosi dan 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
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
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: 03 Mar 2020 03:04
Last Modified: 03 Mar 2020 03:04
URI: http://repository.mercubuana.ac.id/id/eprint/55084

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