PENGARUH BRAND IMAGE DAN WORD OF MOUTH TERHADAP MINAT BELI JASA MASKAPAI PENERBANGAN SRIWIJAYA

Penulis

  • Kunto Wibisono STIE Isti Ekatana Upaweda Yogyakarta Penulis
  • Siti Kusandhitasari Jayaningrum STIE Isti Ekatana Upaweda Yogyakarta Penulis
  • Muhammad Rifai Arief STIE Isti Ekatana Upaweda Yogyakarta Penulis
  • Obet Morris Simorangkir STIE Isti Ekatana Upaweda Yogyakarta Penulis

Abstrak

This research aims to get the influence of brand image and word of mouth on the Sriwijaya airlines purchase
intention. The research method is descriptive quantitative. The data collection technique uses questionnaires
to 80 people with criteria of minimum 17 years, have used Sriwijaya at least once, and live in Yogyakarta.
The data analysis technique uses multiple linear regression analysis. The results indicate a positive and
significant effect of the brand image and word of mouth on the buying interest with 0.858 (85.8%)
determination coefficient (R Square).

Keywords: Brand Image, Word of Mouth, Purchase Interest, and Sriwijaya Airline Services

Unduhan

Data unduhan tidak tersedia.

Unduhan

Diterbitkan

30-09-2022

Terbitan

Vol 19 No 2 (2022)

Bagian

Articles

Cara Mengutip

PENGARUH BRAND IMAGE DAN WORD OF MOUTH TERHADAP MINAT BELI JASA MASKAPAI PENERBANGAN SRIWIJAYA. (2022). Jurnal Optimal, 19(2), 13-26. https://jurnal.stieieu.ac.id/index.php/opt/article/view/143

Artikel paling banyak dibaca berdasarkan penulis yang sama