CITRA MEREK TERHADAP KEPUTUSAN MEMILIH BIRO PERJALANAN UMRAH

ARINA FRANSISKA, ZIHAD ZIHAD

Abstract


This research aims to determine the effect of brand image on the congregation's decision to choose PT. Penjuru Negeri Wisata as an Umrah travel agency with quantitative research and the data used is in the form of primary and secondary. The data collection technique used a questionnaire in the form of questions and statements which were answered by respondents and then processed and analyzed using simple linear regression. The results of the study show that brand image has a large and significant influence on the congregation's decision to choose PT. The direction of State Tourism as an Umrah travel agency is 73.7%, and the remaining 26.3% is influenced by other factors not explained in this study. This means that if there is an increase in brand image, it will increase the congregation's decision to choose PT. Directions for Country Tourism as an Umrah travel agency, and vice versa if there is a decrease in the brand image it will reduce the congregation's decision to choose PT. Directions for Country Tourism as an Umrah travel agency.

Keywords


Brand Image, Purchase Decision

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DOI: http://dx.doi.org/10.15548/jebi.v7i2.421

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