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All Journal Dinasti International Journal of Education Management and Social Science Jurnal Ilmu Multidisplin
Deslida Saidah
Faculty of Management and Business, Institut Transportasi dan Logistik Trisakti, Jakarta, Indonesia
Agriculture, Biological Sciences & Forestry Computer Science & IT Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

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Price Perception and E-WOM Effects on Brand Image and Purchase Intention in Air India Aisyah Rahmawati; Teuku Alwi Isyan; Abdul Ghafar; Deslida Saidah; Vica Nurhayani Harahap
Dinasti International Journal of Education Management and Social Science Vol. 7 No. 4 (2026): Dinasti International Journal of Education Management and Social Science (April
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i4.6278

Abstract

This research was conducted to find out the influence of Price and Electronic Word of Mouth (e-WOM) through Brand Image as an intervening variable on Purchase Intention in Air India Airlines. The population in this study were respondents from various countries who had prior experience and familiarity with Air India. The study employed purposive sampling and adopted a quantitative design using SEM-PLS through SmartPLS. A total of 200 responses were collected via structured questionnaires. The results show that both Price and e-WOM significantly impact Brand Image. However, e-WOM does not significantly affect Purchase Intention, directly or indirectly, while Price and Brand Image have a significant direct influence on Purchase Intention. This study contributes to the literature on airline marketing by highlighting the mediating role of brand image in emerging markets, offering strategic insights for airlines seeking digital reputation recovery.
Impact of Price Fairness and On-Time Perfomance On Customer Loyalty Factor of Low-Cost Carrier Airlines (Case Study: Lion Air Airline) Muhammad Diva; Ronaldo Dominggus Saukoly; Juliater Simarmata; Deslida Saidah
Jurnal Ilmu Multidisiplin Vol. 3 No. 4 (2025): Jurnal Ilmu Multidisplin (Januari-Maret 2025)
Publisher : Green Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jim.v3i4.2029

Abstract

The main goal of this study is to find out how customer loyalty at Lion Air is affected by key operational factors like price fairness, on-time performance, and flight frequency. The review populace comprised of travelers of Lion Air at Soekarno-Hatta Air terminal. The Slovin formula was used to determine the sample size, and 100 people from the aforementioned population were chosen to participate. As Using a five-point Likert scale, a questionnaire survey was conducted online via Google Forms to collect the data for this study. For data analysis on Smart-PLS, the resulting data were then processed with structural equation modeling (SEM). The study produced three hypotheses, two of which were accepted and one of which was rejected. The hypothesis that was rejected was that low-cost airline customer loyalty factors are influenced by price fairness.
Co-Authors Abdul Ghafar Aisyah Rahmawati Juliater Simarmata Muhammad Diva Ronaldo Dominggus Saukoly Teuku Alwi Isyan Vica Nurhayani Harahap