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All Journal Forum Manajemen
Ni Wayan Risty Deviana
STIMI Handayani Denpasar
Economics, Econometrics & Finance Social Sciences

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PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN TIKET PESAWAT Wiryawan Suputra Gumi; Ni Wayan Risty Deviana
Forum Manajemen STIMI Handayani Denpasar Vol 18 No 2 (2020): Jurnal STIMI Vol. 18 No. 2 - 2020
Publisher : Forum Manajemen STIMI Handayani Denpasar

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Abstract

The aviation industry plays an essential role in the era of globalization, because it provides access to international trade, facilitates global markets and means of supporting tourism activities. This study aims to determine how much influence the marketing mix has on the decision to purchase Garuda Indonesia aeroplane tickets at I Gusti Ngurah Rai Airport, Denpasar. The method used is quantitative with primary data obtained through observation, questionnaires and literature studies using a Likert scale with a sample size of 50 respondents. The analytical method used is multiple linear regression (multilinear regression) and the classical assumption method in which analyzed with the help of SPSS application processing media version 25.0. The results showed that the Place (PC) and People (PL) variables had a positive and significant influence on purchasing decisions of all the independent variables (Product (PT), Price (PR), Place (PC), Promotion (PO), People (PL), Process (PS) and Physical Evidence (PE)) have a 34% influence on purchasing decisions.
PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN TIKET PESAWAT Wiryawan Suputra Gumi; Ni Wayan Risty Deviana
Forum Manajemen Vol 18 No 2 (2020): Jurnal STIMI Vol. 18 No. 2 - 2020
Publisher : STIMI Handayani Denpasar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61938/fm.v18i2.401

Abstract

The aviation industry plays an essential role in the era of globalization, because it provides access to international trade, facilitates global markets and means of supporting tourism activities. This study aims to determine how much influence the marketing mix has on the decision to purchase Garuda Indonesia aeroplane tickets at I Gusti Ngurah Rai Airport, Denpasar. The method used is quantitative with primary data obtained through observation, questionnaires and literature studies using a Likert scale with a sample size of 50 respondents. The analytical method used is multiple linear regression (multilinear regression) and the classical assumption method in which analyzed with the help of SPSS application processing media version 25.0. The results showed that the Place (PC) and People (PL) variables had a positive and significant influence on purchasing decisions of all the independent variables (Product (PT), Price (PR), Place (PC), Promotion (PO), People (PL), Process (PS) and Physical Evidence (PE)) have a 34% influence on purchasing decisions.
Co-Authors Gumi, Wiryawan Suputra