Pengaruh Brand Image dan Persepsi Harga Terhadap Minat Beli Konsumen pada Maskapai Lion Air di Bandar Udara Internasional Adi Soemarmo

Authors

  • Ovan Yuli Sukmaraga Sekolah Tinggi Teknologi Kedirgantaraan Yogyakarta
  • Eka Prayudhista Sekolah Tinggi Teknologi Kedirgantaraan Yogyakarta

DOI:

https://doi.org/10.31316/jk.v6i2.4041

Abstract

Abstrak

Minat beli konsumen dapat terwujud melalui kesan dari perusahaan kepada penumpang baik dari segi brand image dan persepsi harga yang diberikan, salah satunya perusahaan maskapai penerbangan Lion Air. Tujuan dari penelitian ini adalah untuk mengetahui Pengaruh Brand Image Dan Persepsi Harga Terhadap Minat Beli Konsumen Pada Maskapai Lion Air Di Bandar Udara Internasional Adi Soemarmo. Penelitian ini menggunakan pendekatan kuantitatif. Untuk teknik pengampilan sampel pada penelitian ini menggunakan teknik purposive sampling. Teknik pengumpulan data pada penelitian ini menggunakan kuesioner dengan pengolahan data menggunakan program software SPSS 24,0. Metode analisis data yang digunakan yaitu uji validitas, uji realibilitas, uji normalitas, uji multikolinearitas, uji heteroskedastisitas, uji regresi linear berganda, uji t, uji F dan koefisien determinasi (R2). Hasil dalam penelitian ini menunjukan bahwa uji F hitung > F tabel, artinya terdapat pengaruh brand image dan persepsi harga terhadap minat beli konsumen pada maskapai penerbangan Lion Air di Bandar Udara Internasional Adi Soemarmo Surakarta. Dari hasil analisis regresi liniear berganda dapat diketahui variabel brand image dan persepsi harga berpengaruh positif dan signifikan terhadap minat beli konsumen. Dan hasil koefisien determinasi (R2) sebesar 0,470, artinya variabel brand image dan persepsi harga secara simultan terhadap minat beli konsumen sebesar 47%, sisanya 53% dipengaruhi variabel lain yang tidak diteliti oleh peneliti.

Kata Kunci: Brand Image, Persepsi Harga, Minat Beli Konsumen

 

Abstract

Consumer buying interest can be realized through the impression from the company to passengers both in terms of brand image and perception of the price given, one of which is the airline company Lion Air. The purpose of this study was to determine the effect of brand image and price perception on consumer buying interest in Lion Air Airlines at Adi Soemarmo International Airport. This study uses a quantitative approach. For the sampling technique in this study using purposive sampling technique. The data collection technique in this study used a questionnaire with data processing using the SPSS 24.0 software program. The data analysis methods used are validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression test, t test, F test and coefficient of determination (R2). The results in this study indicate that the calculated F test > F table, meaning that there is an influence of brand image and price perception on consumer buying interest on Lion Air airlines at Adi Soemarmo International Airport, Surakarta. From the results of multiple linear regression analysis, it can be seen that brand image and price perception variables have a positive and significant effect on consumer buying interest. And the result of the coefficient of determination (R2) is 0.470, meaning that the variable brand image and price perception simultaneously on consumer buying interest is 47%, the remaining 53% is influenced by other variables not examined by researchers.

Keywords: Brand Image, Price Perception, Consumer Buying Interest

References

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Published

2022-09-12

Issue

Vol. 6 No. 2 (2022): Desember 2022

Section

Articles

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Copyright (c) 2022 Ovan Yuli Sukmaraga, Eka Prayudhista

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