SKRIPSI DIGITAL
Influence of Promotion and Brand Image on the Purchase Decision of Garuda Indonesia Airline Services = Influence of Promotion and Brand Image on the Purchase Decision of Garuda Indonesia Airline Services
decisions of Garuda Indonesia airline services. Garuda Indonesia is the national flag carrier of Indonesia, known as a full-service airline that emphasizes hospitality and cultural values. As a full-service national carrier, Garuda Indonesia faces intense competition from low-cost carriers, requiring strong marketing efforts to maintain its premium position. Using a quantitative method, data are collected from 97 respondents through a structured questionnaire and analyzed using descriptive statistics and multiple linear regression. The results indicate that both promotion and brand image significantly influence purchase decisions, with brand image having a slightly greater impact. Digital marketing campaigns and the GarudaMiles loyalty program are found to effectively raise awareness and interest. Meanwhile, brand image—built on service quality, safety, and cultural identity—plays a key role in building consumer trust and loyalty.
It is recommended that Garuda Indonesia strengthen its brand consistency and cultural uniqueness across all service channels. Additionally, it is recommended that the airline expand personalized promotions and enhance loyalty rewards to retain premium customers and remain competitive
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Karya Umum 
Filsafat 
Agama 
Ilmu-ilmu Sosial 
Bahasa 
Ilmu-ilmu Murni 
Ilmu-ilmu Terapan 
Kesenian, Hiburan, dan Olahraga 
Kesusastraan 
Geografi dan Sejarah