Nabila Nur Faiza, Arsya Arbasit Suwardi, Yoanita Octora, Prima Widiyanto


Bus is one of the modes of transportation that is still in demand by many customers this day in orderto become inter-city transportation between provinces in the territory of Indonesia. There is a choice of transportation modes, so a Brand Image is needed to increase its own attractiveness for passengers and competitive Prices for ticket purchases. Ticket Purchase Intentions include several factors, such as Brand Image and Price. The influence of Brand Image and Price on interest in buying Sinar Jaya bus tickets is the purpose of this research. 130 respondents were selected, and this research used quantitative methods and SEM-PLS data. The results showed that the Brand Image on Purchase Intention has a positive effect, the Price on Purchase Intention has a positive effect, Brand Image on the Price has a positive effect, and Brand Image and Price have a positive effect on Purchase Intention.


Brand Image, Price, Purchase Intention, Sinar Jaya bus, Ticket

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