THE EFFECT OF SERVICE QUALITY, BRAND IMAGE AND FAIRNESS OF PRICES ON THE DECISION TO PURCHASE LOW-COST CARRIER (LCC) AIRLINE TICKETS

Tio Anugerah Steven Syahailatua, Ahmad Firdaus Fahrudin, Dian Artanti Arubusman, Agus Suhendra

Abstract


This observes aims to research the connection between service quality, brand image and price fairness on ticket purchasing decisions on Low Cost Carrier (LCC) airlines. The population in this study were the service users of the Low Cost Carrier (LCC) airlines. This study used a random sampling technique to collect data throught questionnaire distributed to 100 Low Cost Carrier (LCC) customers. The method used in this research is quantitative with multiple linear regression approach using the Statistical Package for the Social Sciences (SPSS) program. The data were analyzed by validity test, reliability test, normality test, multiple regression analysis, coefficient of determination test (R2), t test, and F test. positive and significant impact on purchasing decisions, has a positive and significant influence on purchasing decisions, with the conclusions obtained showing that service quality, brand image, and fairness of prices have a positive and significant effect on purchasing decisions. It is confirmed that 52% of the purchasing decision variables can be explained by the variables of service quality, brand image and price fairness.


Keywords


Kualitas Pelayanan; Citra Merek; Kewajaran Harga; Keputusan Pembelian

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DOI: https://doi.org/10.25292/atlr.v5i0.524

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