PENGARUH KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA JASA PENERBANGAN LION AIRLINES DI KOTA PADANG

Abstract

This study aimed to determine the effect of service quality on consumer purchasing
decisions on Lion Airlines Flight Services in Padang. The sample in this study is that
consumers who have used the services of Lion Air flight route Padang Padang - Jakarta were
one hundred twenty respondents. The sampling technique is purposive sampling. Data
analysis method used is multiple linear regression analysis.
The results of this study found physical evidence, insurance and empathy positive and
significant impact on consumer purchasing decisions while reliability and no significant
positive effect on consumer purchasing decisions later responsiveness and no significant
negative impact on consumer purchasing decisions on the services of airlines flying lion in the
city of Padang.
Keywords: quality of service, purchasing decisions