The influence of brand awareness, perceived brand quality, brand association and brand loyalty toward customer purchase decision to choose garuda Indonesia airlines case study customer garuda Indonesia in JABODETABEK
| Main Author: | Anggana Eko Agusty |
|---|---|
| Format: | Bachelors |
| Terbitan: |
Fakultas Ekonomi dan Bisnis UIN Syarif Hidayatullah Jakarta
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Daftar Isi:
- This research aims to describe the influence of brand awareness, perceived brand quality, brand association and brand loyalty toward customer purchase decision to choose Garuda Indonesia Airlines. This research uses the quantitative method that gathered by distributing the questionnaire directly to the respondents of Garuda Indonesia Airlines that domicile in Jabodetabek areas. The sampling technique is the purposive sampling taken 60 respondents. The data analysis for the hypothesis test uses the multiple regression analysis method. The research result shows partial test that the brand awareness has significance value 0.010, the brand quality has significance value 0.000, the brand association has significance value is 0.115, and the brand loyalty has significant value 0.014. So that, all variables have partially significant positive influence to the customer purchase decision except the variable of brand association. The simultaneous test shows that the brand awareness, brand quality, brand association and brand loyalty have 0,000 significance value. Hence, brand awareness, brand quality, brand association and brand loyalty have simultaneously significance positive influence to the customer purchase decision.