Faktor-faktor yang mempengaruhi keputusan penumpang menggunakan maskapai

Abstract

This study aims to determine the effect of price, image, service on passenger decisions to use Garuda Indonesia airline. This research was conducted on Garuda Indonesia passengers. This research is a quantitative research with survey method. The population in this study were all service users of the Garuda Indonesia airline. The research method used was purposive sampling method with 100 respondents. To get data by giving online questionnaires to respondents, namely Garuda Indonesia passengers about prices, images, services and decisions. The data analysis technique used multiple linear regression analysis using the statistical program SPSS release 16.0 for windows. The test results show that the price variable has a positive and significant effect on passenger decisions by 0.005, while the image variable has a positive and significant effect on passenger decisions by 0.042 in using Garuda Indonesia airline and the service variable has a positive and significant effect on passenger decisions by 0.022 in using Garuda Indonesia airline. . Price, image and service variables are able to explain the passenger decision variables by 55.9% and the remaining 44.1% is explained by other variables not included in this study.