Fakultas Ekonomi - Magister Manajemen, MM-JOURNAL Vol. 1 No. 1, Januari 2014 (Views: 163)
PENGARUH HARGA, KESELAMATAN, KUALITAS PELAYANAN, CITRA MEREK TERHADAP MINAT BELI KONSUMEN PADA AIR ASIA INDONESIA
Andhika Kurnia Pandia
ABSTRAK
The main objective of this research to analyze the influence of perception of price, quality of service, safety, brand image against consumer buying interest on Air Asia Indonesia. Respondents who became the subject of the study amounted 200 people. This research using questionnaires directly face to face with the respondent as a tool for collecting data. This research using the method of multiple regression. The results of this research are as follows : The role of price effect is not significant on purchasing interest in Air Asia flight service, quality of service significantly influential interest to buy Air Asia flight service, safety is not significantly influential interest to buy Air Asia flight service, brand image significantly influential interest to buy Air Asia flight service. This research Is expected to be a material consideration for further research and management to know how important variables influencing buying interest on Air Asia. Hopefully there will be a development with the aim of improving consumer buying interest again.
Kata kunci: Perception Of Price, SERVQUAL, Safety, Brand Image, Interest Buy