PENGARUH STRATEGI HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN TIKET MASKAPAI PENERBANGAN CITILINK DI BANDARA SOETA JAKARTA

Authors

  • Hadyati Harras Universitas Pamulang

DOI:

https://doi.org/10.32493/jpkpk.v1i2.860

Abstract

ABSTRAK

Tujuan daripenelitian ini adalah untukmengetahui pengaruh strategi harga dan kualitas pelayanan terhadap keputusan pembelian tiket maskapai penerbangan Citilink di Bandara Soeta Jakarta.Desain penelitianyang digunakandalam penyusunan penelitian ini adalah kuantitatifasosiatif kausal dengan eksplanasi (penjelasan) deskriptif. Adapun metode analisis yang digunakan adalah analisis regresi linear berganda dengan sampel sebanyak 98 dan teknik sampling yang digunakan adalah teknik Accidental Sampling.Hasiluji hipotesis berdasarkan pengujian regresi linear menunjukkan bahwaharga terbukti berpengaruh positif dan signifikan terhadap keputusan pembelian sebesar 0.510 dan t hitung  5.484. Sedangkan kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian sebesar 0.258 dan t hitung 2.768. Hasil analisis regresi membuktikan terdapat pengaruh secara simultan variabel strategi harga dan kualitas pelayanan secara bersama-sama terbukti berpengaruh positif dan signifikan terhadap keputusan pembelian dengan kontribusi sebesar 47,7%sedangkan sisanya sebesar 52,3% dijelaskan oleh variabel lain di luar penelitian ini.

 

Kata Kunci : Strategi Harga, Kualitas Pelayanan, Keputusan Pembelian.

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Published

2018-01-06

Issue

Vol. 1 No. 2 (2018): Jurnal Pemasaran Kompetitif

Section

Articles

License

Open Access

Jurnal Pemasaran Kompetitif  is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.

This journal provides immediate open access to its content that making research publish in this journal freely available to the public that supports a greater exchange of knowledge.

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