ABSTRACT
Ken Disa Chrysossachya Hatta. The Influence of Brand Image and Service Quality towards Purchase Intention of Lion Air Airline Ticket. Skripsi, Jakarta: Marketing Management Concentration, Management Over the Study Program, Department of Management, Faculty of Economics, State University of Jakarta.2015.
The purposes of this research are: (1) To discover significant influnce of brand image towards purchase intention of Lion Air airline ticket. (2) To discover significant influnce of service quality towards purchase purchase intention of Lion Air airline ticket. (3) To discover of both brand image and service quality towards purchase intention of Lion Air airline ticket. Sampels in this research are people who have ever used Lion Air. The number of samples in this research are 200 respondents. This research uses quantitative method with multiple regression analysis technique, and the data anlysis tool used is SPSS version 22. The results of hypotesis result shows: (1) there is a significant influence of brand image towards purchase intention with the significant value of 0,000 and Tcount 7,367. (2) there is a significant influence of service quality towards purchase intention with the significant value of 0,000 and Tcount 5,995. (3) there is a significant influence of both brand image and service quality towards purchase intention with the significant value of 0,000 and Fcount 165,229.
Keywords: Brand image, service quality, purchase intentio
