Analysis of Airline Ticket Purchase Decisions Based on Price, Brand Image, and Product Quality
DOI:
https://doi.org/10.63088/v6c4mw88Keywords:
Price, Brand image, Product quality, Purchase decisionsAbstract
Purpose: This study aims to determine the influence of price; brand image and product quality have on purchasing decisions for airline tickets to customers who are out-going from Terminal 3 of the ultimate Soekarno Hatta airport. This is assessed both individually (partial effects) and collectively (simultaneous effects) on the decision to purchase airline tickets.
Methods: The study adopts a quantitative research approach, which is grounded in positivist philosophy. This approach is suitable for examining specific populations or samples and allows for the collection of numerical data that can be statistically analyzed to test hypotheses. The analysis of the collected data is performed using statistical software, specifically SPSS V.25 by total 100 respondents.
Results: The t-test results are Price is 3.893 (t-count) or more than 1,984 (t-table) with significant 0. 05.. Brand Image is 2.294 (t-count) or more than t-table with 0.05. Significant and Product Quality is 4.197 (t-count) or more than t-table with 0.05. Significant.
Conclusions: Statistical analysis shows that Price, Brand Image, and Product Quality significantly influence airline ticket purchasing decisions. Thus, confirming that all independent variables collectively have a positive and significant impact.
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Copyright (c) 2025 Tri Endi Ardiansyah PS, Hario Tamtomo, Nursimah Dara (Author)
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