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

DOI

10.2991/aer.k.210121.012How to use a DOI?

Keywords

Perceived Quality, Brand Image, Price Perception, 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.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Misbahul Anwar
AU  - Dodi Andrean
PY  - 2021
DA  - 2021/01/21
TI  - The Effect of Perceived Quality, Brand Image, and Price Perception on Purchase Decision
BT  - Proceedings of the 4th International Conference on Sustainable Innovation 2020-Accounting and Management (ICoSIAMS 2020)
PB  - Atlantis Press
SP  - 78
EP  - 82
SN  - 2352-5428
UR  - https://doi.org/10.2991/aer.k.210121.012
DO  - 10.2991/aer.k.210121.012
ID  - Anwar2021
ER  -