THE EFFECT OF BRAND IMAGE AND SERVICE QUALITY ON GARUDA INDONESIA TICKETS PURCHASE DECISIONS

Abstract

The study  aims to find out  the connection between brand image and service quality on ticket purchasing selections on Garuda Indonesia airlines. The population in this study were users of Garuda Indonesia airline services. This study used a random sampling technique to collect data through questionnaires distributed to 100 Garuda Indonesia customers. The approach used in these studies was quantitative with a multiple linear regression method using the Statistical Package for the Social Sciences (SPSS) program. Data were analyzed using validity test, reliability test, normality test, multiple regression analysis, coefficient of determination test (R2), t-test, and F test. Positive and significant effect on purchasing decisions, with the conclusions obtained showing that brand image and service quality have a positive and significant impact on purchasing decisions. It is confirmed that 32,3% of the purchasing decision variables may be explained by the brand image and service quality variables.