The Effect of Perceived Quality, Brand Image, and Price Perception on Purchase Decision

Abstract

This study aims to determine the influence of perceived quality, brand image, and price perception on the decision to purchase airline tickets online at traveloka.com customers. The number of samples used in this research was 200 respondents, who were users of the traveloka.com website to purchase plane tickets online in the Special Region of Yogyakarta. Purposive sampling was employed as a sampling technique. Meanwhile, multiple regression analysis was utilized as a method of analysis to determine the influence of the variables involved. This study's results indicated that simultaneously, perceived quality, brand image, and price perception positively and significantly influenced purchase decisions. Partially, perceived quality positively and significantly affected purchase decisions. Partially, brand image positively and significantly impacted purchase decisions. Moreover, partially, price perception had a positive and significant effect on purchase decisions.