Analysis of Brand Equity towards the Decision of Air Transport Passenger Service Users at Lion Airlines

Abstract

Lion Air Airline is one of the airlines that comes with the low-cost carrier category and is able to attract the consumer's attention to make purchasing. Before doing the purchasing process, consumers will consider many brands, that finally, they will choose a very popular brand for various reasons. This study aims to determine the effect of each dimension of brand equity, such as brand awareness, perceived quality, brand association, and brand loyalty on purchasing decisions on Lion Air Airline with a sample of 100 respondents who have used Lion Air Airline. Sampling technique using non-probability sampling method with the type of accidental sampling. The data analysis method used is SEM (Structural Equation Modeling), multivariate analysis which is a combination of factor analysis and regression analysis. Analysis equipment in this study is using Smart PLS 3.0. The results of this study indicate that partially the dimensions of brand equity are brand awareness, brand association and brand loyalty have a positive and significant influence on purchasing decisions, while perceived quality doesn't have a positive and significant influence.