The Influence of Brand Image, Customer Satisfaction and Advertising on Purchase Decisions of Lion Air Tickets (A Case Study on Medical Students at Universitas Prima Indonesia)
Keywords:
Brand Image, Customer Satisfaction, Advertising, Purchase DecisionAbstract
In the increasingly competitive business of air transportation services, consumer purchase decisions have become a vital indicator influenced by various factors such as brand image, satisfaction, and advertising effectiveness. Studies on Lion Air indicate that despite having an extensive network and competitive pricing, consumer interest has remained relatively low and unstable in recent years. This is influenced by a less-than-positive brand image, suboptimal customer satisfaction levels due to various service complaints, and advertising that is perceived as less engaging and informative. These three factors collectively contribute to weakening purchase decisions, making it essential to conduct research to understand and enhance competitiveness and consumer trust, particularly among critical demographics such as students. The population of this study consists of students from the Faculty of Economics at Universitas Prima Indonesia who have used Lion Air at least twice. Since the exact population size is unknown, the Lemeshow formula was utilized to determine the sample size for an uncertain population. The sampling technique employed was accidental sampling, based on the availability and willingness of respondents. Calculations used a 95% confidence level ($Z = 1.96$), maximum estimation ($p = 0.5$), and a 10% margin of error ($d = 0.1$), resulting in a total sample of 96 respondents. The conclusion of this study demonstrates that brand image, customer satisfaction, and advertising individually influence the decision to repurchase Lion Air tickets. Furthermore, these three variables simultaneously have a significant effect on repurchase decisions.
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