PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK, PERSEPSI HARGA DAN KEPERCAYAAN TERHADAP PURCHASE DECISION DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING PADA PELITA AIR (JAKARTA-BALI)

WiCAKSONO, MUH FUAD (2025) PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK, PERSEPSI HARGA DAN KEPERCAYAAN TERHADAP PURCHASE DECISION DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING PADA PELITA AIR (JAKARTA-BALI). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of service quality, product quality, price perception, and trust on purchase decisions, with brand image serving as an intervening variable, in the utilization of Pelita Air transportation services on the Jakarta-Bali route. The study population comprises passengers of Pelita Air on the Jakarta-Bali route who have used the airline’s services at least once. The research employs a Structural Equation Model-Partial Least Square (SEM-PLS) approach, supported by the SmartPLS 3.0 software. Data collection was conducted through a structured questionnaire distributed to passengers prior to boarding their flights. The analysis of the collected data reveals that brand image, price perception, and trust significantly influence purchase decisions. Furthermore, service quality, price perception, and trust have a significant impact on brand image. However, the study finds no significant influence of product quality on brand image. Additionally, neither service quality nor product quality significantly affects purchase decisions. The implications of these findings are further discussed in this article. Keywords: Purchase Decision, Brand Image, Service Quality, Product Quality, Price Perception, Trust, Pelita Air. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan, kualitas produk, persepsi harga dan kepercayaan terhadap purchase decision dengan brand image sebagai variabel intervening pada pelita air (jakarta-bali). Populasi dari penelitian ini adalah penumpang pesawat Pelita Air dengan rute Jakarta-Bali dengan minimal pernah menggunakan layanan penerbangan Pelita Air minimal satu kali. Metode analisis data menggunakan Structural Equation Model-Partial Least Square (SEM-PLS) smartPLS 3.0. Penelitian dilakukan melalui penyebaran kuesioner yang telah terstruktur pada saat penumpang akan melakukan Boarding sebelum penerbangan. Berdasarkan pengolahan data kuisioner didapatkan hasil bahwa brand image, persepsi harga dan kepercayaan mempengaruhi purchase decision, sedangkan kualitas pelayanan, persepsi harga dan kepercayaan mempengaruhi brand image. Namun demikian, kualitas produk tidak berpengaruh terhadap brand image. Selain itu, kualitas pelayanan dan kualitas produk juga tidak berpengaruh terhadap purchase decision. Implikasi penelitian ini dibahas dalam artikel. Kata kunci : Purchase decision, Brand Image, Kualitas Pelayanan, Kualitas Produk, Persepsi Harga, Kepercayaan, Pelita Air

Item Type:	Thesis (S2)
Call Number CD:	CD/551. 25 011
NIM/NIDN Creators:	55120120127
Uncontrolled Keywords:	Purchase decision, Brand Image, Kualitas Pelayanan, Kualitas Produk, Persepsi Harga, Kepercayaan, Pelita Air
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.2 Acquisitions and Collection Developtment/Akuisisi dan Pengembangan Koleksi Perpustakaan > 025.23 Acquisition Through Purchase/Akuisisi Melalui Pembelian 200 Religion/Agama > 260 Christian Social Theology/Teologi Sosial Kristen > 268 Religious Education/Pendidikan Agama Kristen, Pengajaran Agama Kristen > 268.7 Services/Pelayanan 300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 381 Commerce, Trade/Perdagangan > 381.1 Retail Trade/Perdagangan Ritail, Pasar 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 700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk 900 Geography and History/Sejarah, Geografi dan Disiplin Ilmu yang Berkaitan > 920 Biography, Obituary/Biografi, Obituari > 929 Genealogy, names, insignia > 929.9 Forms of Identifications/Bentuk-bentuk Identifikasi > 929.95 Service arks and Trademarks/Tanda Layanan dan Merk
Divisions:	Pascasarjana > Magister Manajemen
Depositing User:	khalimah
Date Deposited:	15 Feb 2025 06:56
Last Modified:	15 Feb 2025 06:56
URI:	http://repository.mercubuana.ac.id/id/eprint/94271

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