The Influence Of Price And Airline Brand Image On Airplane Ticket Purchase Decisions At PT Arimbi Jaya Tour  And Travel

Agus Widodo; Liling Listyawati; Moch Arfani; Damajanti Sri Lestari

doi:10.63922/ijebir.v4i02.1598

Agus Widodo Management Study Program, Faculty of Administrative Sciences Universitas Dr. Soetomo Surabaya, Indonesia
Liling Listyawati Management Study Program, Faculty of Administrative Sciences Universitas Dr. Soetomo Surabaya, Indonesia
Moch Arfani Management Study Program, Faculty of Administrative Sciences Universitas Dr. Soetomo Surabaya, Indonesia
Damajanti Sri Lestari Management Study Program, Faculty of Administrative Sciences Universitas Dr. Soetomo Surabaya, Indonesia

DOI: https://doi.org/10.63922/ijebir.v4i02.1598

Keywords: price, brand image, purchase decision

Abstract

The rapid advancement of digital technology has significantly transformed the marketing landscape, especially in the aviation industry. This study investigates the influence of price and brand image on the decision to purchase airline tickets at PT Arimbi Jaya Tours and Travel. Utilizing quantitative research methods, data were collected through electronic questionnaires distributed via Google Forms. The findings indicate that price and Brand Image play a crucial role in shaping consumer decisions, as customers are increasingly attracted to competitive prices and strong brand identities. This study highlights the importance of effective marketing strategies in enhancing customer satisfaction and loyalty in a highly competitive environment, especially post-pandemic when travel demand has rebounded.

References

Alfira, U. W. (2018). Strategi Komunikasi Customer Relationship Management PT Lion Mentari Airlines dalam Membangun Citra Perusahaan (Studi Deskriptif Kualitatif di Bandara Internasional Kualanamu). Medan Area.
Amilia, S., & Nst, M. O. A. (2017). Pengaruh Citra Merek, Harga, dan Kualitas Produk terhadap Keputusan Pembelian Handphone Merek Xiaomi di Kota Langsa. Jurnal Manajemen Dan Keuangan, 6(1), 660–669.
Kotler, P., & Armstrong, G. (2019). PRINCIPLES OF MARKETING. In Early Greek Mythography, Vol. 1: Texts (17th ed.). https://doi.org/10.1093/oseo/instance.00295839
Kotler, P., & Keller, K. L. (2016). Marketing Management. In Journal of Marketing (15th ed., Vol. 37, Issue 1). Pearson Education Limited.
Liyono, A. (2022). Pengaruh Brand Image, Electronic Word of Mouth (E-Wom) Dan Harga Terhadap Keputusan Pembelian Produk Air Minum Galon Crystalline Pada Pt. Pancaran Kasih Abadi. Jurnal Ekonomi Manajemen Dan Bisnis, 3(1), 73–91. https://doi.org/10.32815/jubis.v3i1.1089
Rahmadanni, M., Nuringwahyu, S., & Hardati, N. (2021). Pengaruh Harga, Promosi Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Tiket Pesawat Secara Online Di Situs Traveloka.Com. Jiagabi, 10(1), 102–109.
Susanti, Mulyono, H., & Syamsuri, A. R. (2021). Pengaruh Ketersediaan dan Keragaman Produk terhadap Keputusan Pembelian pada PT Sumber Perintis Jaya Dolok Masihul. Jurnal Bisnis Mahasiswa, 1(2). https://doi.org/10.53682/mk.v4i1.5821
Tjiptono, F. (2015). Strategi Pemasaran Edisi 4. Penerbit Andi.
Tjiptono, F., & Chandra, G. (2017). Manajemen Strategik. Andi Offset.
Yowanda, H. B., & M. Kholid Maward. (2017). Strategi Pemasaran Penerbangan Berkonsep Low Cost Carrier (LCC) dan Daya Saing Perusahaan (Studi Pada Maskapai Penerbangan Pt. Garuda Indonesia Citilink). Jurnal Administrasi Bisnis (JAB), 51(2), 168–178.
Yuliani, & Fakhrudin, A. (2022). Pengaruh Citra Merek (Brand Image) Dan Harga Terhadap Minat Beli Tiket Pada Maskapai Lion Air Di Bandar Udara Internasional Supadio Pontianak. Jurnal Kewarganegaraan, 6(1), 1–4.
Yusuf, A. (2021). The Influence of Product Innovation and Brand Image on Customer Purchase Decision on Oppo Smartphone Products in South Tangerang City. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 4(1), 472–481. https://doi.org/10.33258/birci.v4i1.1629