The Impact of Brand Image, Price, and Service Quality on Purchase Decisions in Memos Travel

Abstract

The goal of this research is to determine the brand image, price, quality of service, and purchase decisions on Memos Travel and to find out how the effect of brand image, price, and quality of service on purchasing decisions partially or simultaneously on Memos Travel purchasing decisions. Brand image is one of the factors considered to have an impact on the purchase decision of a customer while purchasing an airplane ticket. In the minds of customers, Memos Travel is believed to have a strong reputation. In addition to the brand image, the next aspect that is considered to influence customer buying decisions maybe price. Memos Travel provides premiums for plane tickets that are significantly lower than the prices of rivals. Service quality is the next aspect that can affect purchase decisions. The bulk of customers are pleased with the Memos Travel service. But while it has been helped by these three factors, due to a decline in customer purchase decisions to buy airplane tickets on Memos Travel, it is currently unable to raise the revenue received by Memos Travel. The method of analysis used is descriptive and verification techniques. Consumers who would buy airplane tickets are the population and the sample in this report. Purposeful sampling was the sampling approach used. Using multiple linear regression, correlation coefficient analysis, coefficient determination analysis, and hypothesis testing, data processing was done. Based on the research findings, it can be inferred that there is an effect on purchase decisions at Memos Travel between brand image, price, and service quality either partially or concurrently.