PENGARUH BRAND AWARENESS DAN BRAND ATTITUDE TERHADAP KEPUTUSAN KONSUMEN DALAM MENGGUNAKAN JASA MASKAPAI CITILINK DI BANDAR UDARA INTERNASIONAL ADISUTJIPTO YOGYAKARTA

Abstrak

This study examines the effect of brand awareness and brand attitude on purchasing decisions of airline services offered by Citilink airlines. Brand Awareness (X1) provides a significant impact on consumer decisions (Y) in using the services of Citilink Airlines at Adisudjipto International Airport Yogyakarta. It can be seen that thitung (2,649)> ttable (1,9802) so Ho is rejected and Ha accepted, means Brand awareness has significant effect on consumer decision (Y) in using Citilink Airlines service at Adisudjipto International Airport Yogyakarta.

Brand Attitude (X2) gives a significant influence on consumer decision (Y) in using the services of Citilink Airlines at Adisudjipto International Airport Yogyakarta. It can be seen that thitung (6,147)> ttable (1,9802) so Ho is rejected Ha funds received, means Brand Attitude significant effect on consumer decisions (Y) in using services Citilink Airlines at Adisudjipto International Airport Yogyakarta, proven.