Pengaruh Terpaan Iklan dan Kesadaran Merek Terhadap Keputusan Membeli Tiket Pesawat di Aplikasi TIKET.COM

Abstract

This study aims to analyze and explain: (1) the effect of advertising exposure on the decision to buy airline tickets on the Tiket.com application; (2) the Effect of Brand Awareness on the Decision to Buy Airline Tickets on the Tiket.com Application; (3) the influence of simultaneous advertising exposure and brand awareness on the decision to buy airline tickets on the Tiket.com application. This study uses a quantitative approach. The data collection used in this research is a survey method. The distribution of the questionnaire was carried out using Google Forms. The sample used is 100 respondents who are users of the tiket.com application set using the slovin formula. Data analysis using SPSS 25 program. The results and conclusions of this study show: (1) Based on the results of multiple correlation testing, simultaneously between the variables of Advertising Exposure and