PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PENGGUNAAN TRAVEL (Studi Kasus Travel Tersertifikasi)

ROIHAN, MUHAMMAD (2020) PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PENGGUNAAN TRAVEL (Studi Kasus Travel Tersertifikasi). D3 thesis, Universitas Negeri Jakarta.

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Abstract

Muhammad Roihan, 2020, 8223164130, Title of Scientific Work "The Effect of Brand Image on Decisions on the Use of Travel (Case Study of Certified Travel)". Diploma III Marketing Management Study Program. Faculty of Economics. State University of Jakarta. This study aims to analyze the effect of brand image on travel use decisions. The data used in this study are primary data collected from the results of questionnaires to 122 respondents who use descriptive analysis techniques. The data processing method uses the Simple Linear Regression method. From the results of this study can be It is known that the brand image variable influences the usage decision. This is indicated by the R square value of 0.630 (63%), while the remaining 0.370 (37%) is influenced by other factors. In this research, it is known that the brand image coefficient is 0.901 and the significant value in the simple linear regression analysis test is 0.009 <0.05, meaning that brand image has a significant positive effect on travel use decisions. Thus, the results of this study are relevant and at the same time support the theory of brand image. Keywords: Brand Image, usage and travel decisions.

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