Authors :
Muh Fuad Wicaksono; Mudji Sabar; Dudi Permana
Volume/Issue :
Volume 9 - 2024, Issue 12 - December
Google Scholar :
https://tinyurl.com/3mx9hvj7
Scribd :
https://tinyurl.com/3z5m836f
DOI :
https://doi.org/10.5281/zenodo.14621497
Abstract :
This study aims to examine the factors
influencing purchase decisions, with brand image serving
as an intervening variable, in the utilization of Pelita Air
transportation services on the Jakarta-Bali route in 2023.
The study population comprises passengers of Pelita Air
on the Jakarta-Bali route who have used the airline’s
services at least once. The research employs a Structural
Equation Model-Partial Least Square (SEM-PLS)
approach, supported by the SmartPLS 3.0 software. Data
collection was conducted through a structured
questionnaire distributed to passengers prior to boarding
their flights. The analysis of the collected data reveals that
brand image, price, and trust significantly influence
purchase decisions. Furthermore, service quality, price,
and trust have a significant impact on brand image.
However, the study finds no significant influence of
product on brand image. Additionally, neither service
quality nor product significantly affects purchase
decisions. The implications of these findings are further
discussed in this article.
Keywords :
Purchase Decision, Brand Image, Service Quality, Product, Price, Trust, Pelita Air.
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This study aims to examine the factors
influencing purchase decisions, with brand image serving
as an intervening variable, in the utilization of Pelita Air
transportation services on the Jakarta-Bali route in 2023.
The study population comprises passengers of Pelita Air
on the Jakarta-Bali route who have used the airline’s
services at least once. The research employs a Structural
Equation Model-Partial Least Square (SEM-PLS)
approach, supported by the SmartPLS 3.0 software. Data
collection was conducted through a structured
questionnaire distributed to passengers prior to boarding
their flights. The analysis of the collected data reveals that
brand image, price, and trust significantly influence
purchase decisions. Furthermore, service quality, price,
and trust have a significant impact on brand image.
However, the study finds no significant influence of
product on brand image. Additionally, neither service
quality nor product significantly affects purchase
decisions. The implications of these findings are further
discussed in this article.
Keywords :
Purchase Decision, Brand Image, Service Quality, Product, Price, Trust, Pelita Air.