The Influence Of Price, Brand Image And Brand Awareness On Consumer Buying Interest In Super Air Jet Airlines (SAJ)

Annisa Rahmadhani, Sindy Mariani Debora Siregar, Suharto Abdul Majid, Tri Mulyani Setyowati

Abstract


This study set out to ascertain and evaluate how price, brand image, and brand awareness affected consumers' propensity to purchase. A descriptive design was employed together with a quantitative research methodology. Through an online poll, information was gathered from Super Air Jet consumer who reside in the Jabodetabek region. Based on predetermined criteria, 97 respondents were chosen by the purposive sample approach. To investigate the association between the variables, SPSS software was used to perform multiple linear regression analysis. According to the study, consumer interest in buying Super Air Jet tickets is favorably influenced by price, brand awareness, and brand image.

Keywords


Price; Brand Image; Brand Awareness; Consumer Buying Interest; Super Air Jet Airline

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References


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DOI: https://doi.org/10.25292/atlr.v8i0.754

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