Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk mengukur pengaruh dari airline image dan word of mouth terhadap purchase intention pada pengguna maskapai penerbangan lion air kota banda aceh. sampel yang digunakan dalam penelitian ini berjumlah 129 responden. peralatan dalam pengumpulan data pada penelitian ini menggunakan angket yang disebarkan secara manual dan google form. teknik yang digunakan dalam pengambilan sampel adalah purposive sampling. dalam penelitian ini, peneliti menggunakan metode regresi linear berganda sebagai metode analisis untuk melihat pengaruh dari semua variabel yang terlibat. berdasarkan hasil regresi, mengindikasikan bahwa airline image berpengaruh positif terhadap purchase intention, word of mouth berpengaruh positif terhadap purchase intention, dan airline image dan word of mouth berpengaruh secara simultan terhadap purchase intention. kata kunci: airline image, word of mouth, purchase intention, multiple linear regression abstract this study aims to measure the influence of airline image and word of mouth on purchase intention on lion air users in banda aceh city. the sample used in this study amounted to 129 respondents. the equipment in collecting data in this study used questionnaires that were distributed manually and google form. the technique used in sampling was purposive sampling. in this study. multiple linear regression method were used as an analytical method to see the influence of all the variables involved. based on the regression results, it indicates that airline image has a positive effect on purchase intention, word of mouth has a positive effect on purchase intention, and airline image and word of mouth have a simultaneous effect on purchase intention. keywords: airline image, word of mouth, purchase intention, multiple linear regression