The Role of Brand Image and Ease of Use in Increasing Customer Purchase Decisions: A Planned Behavior Theory Approach
Keywords:
Brand image, Ease of use, FlyGaruda application, Purchasing decisionAbstract
This study aims to determine the effect of brand image and ease of use of the FlyGaruda application on customer purchasing decisions of PT Garuda Indonesia Semarang. The method of collecting data through a questionnaire by distributing it to passengers of PT Garuda Indonesia who have been selected according to the criteria. Data analysis techniques using multiple linear regression. Based on the results of hypothesis testing, it is found that brand image and ease of use of the FlyGaruda application have a positive and significant effect on purchasing decisions of PT Garuda Indonesia Semarang customers. Brand image provides a dominant influence in improving purchasing decisions. According to Planned behavior theory, consumers seek product information with a good reputation. A strong and positive brand image can directly influence consumer attitudes to make purchases. The intuitive and easy-to-use FlyGaruda application increases positive consumer attitudes by feeling comfortable and efficient in accessing company services.
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