PENGARUH CITRA MEREK, PERSEPSI HARGA, PROMOSI TERHADAP KEPUTUSAN PEMBELIAN TIKET PENERBANGAN DOMESTIK RUTE SEMARANG – DENPASAR DI PT GARUDA INDONESIA (Persero) Tbk BRANCH OFFICE SEMARANG

Abstract

The study examines the effect of brand image, price perception, promotion on purchase decisions. This research was conducted at the Garuda Indonesia Branch Office Semarang. The population used in this research is the consumer who ever use Garuda Indonesia flight services who domiciled or the cirizens of Semarang City. The sampling method used non probability sampling. Relationship or influence between variable is described by using multiple regression analysis. Data analysis using SPSS (Statistical for Social Science). Based on results showed that the brand image, price perception, promotion has positive effect and significant to the purchase decisions.

 Keyword : Brand Image, Price Perception, Promotion, and Purchase Decisions.