THE IMPACT OF BRAND IMAGE, PRICE, AND SERVICE QUALITY ON PURCHASE DECISIONS IN MEMOS TRAVEL
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Date
2020
Journal Title
Journal ISSN
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Publisher
Solid State Technology
Abstract
The goal of this research is to determine the brand image, price, quality of service, and purchase
decisions on Memos Travel and to find out how the effect of brand image, price, and quality of
service on purchasing decisions partially or simultaneously on Memos Travel purchasing
decisions. Brand image is one of the factors considered to have an impact on the purchase
decision of a customer while purchasing an airplane ticket. In the minds of customers, Memos
Travel is believed to have a strong reputation. In addition to the brand image, the next aspect that
is considered to influence customer buying decisions maybe price. Memos Travel provides
premiums for plane tickets that are significantly lower than the prices of rivals. Service quality is
the next aspect that can affect purchase decisions. The bulk of customers are pleased with the
Memos Travel service. But while it has been helped by these three factors, due to a decline in
customer purchase decisions to buy airplane tickets on Memos Travel, it is currently unable to
raise the revenue received by Memos Travel. The method of analysis used is descriptive and
verification techniques. Consumers who would buy airplane tickets are the population and the
sample in this report. Purposeful sampling was the sampling approach used. Using multiple linear
regression, correlation coefficient analysis, coefficient determination analysis, and hypothesis
testing, data processing was done. Based on the research findings, it can be inferred that there is
an effect on purchase decisions at Memos Travel between brand image, price, and service quality
either partially or concurrently.
Description
Keywords
Brand image, Price, Service quality, Purchase decision