PENGARUH PRODUK, HARGA, PROMOSI, BUKTI FISIK DAN FAKTOR PSIKOLOGIS TERHADAP KEPUTUSAN MEMILIH TRANSPORTASI PENERBANGAN LION AIR DI KOTA PADANG

Abstract

The purpose of this study was to determine the effect of product, price, promotion, physical evidence and psychological factors to decision of choosing Lion Air airlines in the city of Padang. The population in this study are all the customers who have used the services of Lion Air airlines in the city of Padang. The sampling technique used is purposive sampling, while the number of samples used is one hundred people. The analysis technique data used is multiple linear regression. In this study using eight variables, product, price, promotion, physical evidence, motivation, perception, attitudes and learning. variables that have a significant effect in this study is the product, price and motivation to decision choose. While the promotion, physical evidence, perceptions, attitudes and learning did not affect to decision choose. This study provides practical recommendations for the management of PT. Lion Air to continue to improve the product, further adjust the price and pay attention to the motivation of passengers in the future. This is due to the product, price and motivation have a significant influence to decision of choosing Lion Air airlines in the city of Padang.
Key words : product, price, promotion, physical evidence, motivation, perception, attitudes, learning and decision of choosing.