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  1. PENGARUH BRAND IMAGE, BRAND AWARENESS DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PT. DESTINEE TOUR AND TRAVEL SURABAYA AGNES MONICHA SHEKNINAH GLORY 16110017 FAKULTAS EKONOMI PRODI MANAJEMEN

  2. Sumber Data : Badan Pusat Statistik 2019 Gambar 1.1Jumlahkunjunganwismanmenurutpintumasuk 01

  3. Sumber Data : Google, Data Trend Tour & Travel Gambar 1.2Grafik data perkembanganbisnis tour & travel di Indonesia

  4. RUMUSAN MASALAH Apakahbrand image berpengaruhterhadapkeputusanpembelian PT. Destinee Tour and Travel Surabaya? 01 Apakahbrand awareness berpengaruhterhadapkeputusanpembelian PT. Destinee Tour and Travel Surabaya? 02 Apakahpromosiberpengaruhterhadapkeputusanpembelian PT. Destinee Tour and Travel Surabaya? 03

  5. 02 03 01 Untukmengetahuipengaruhpromositerhadapkeputusanpembelian PT. Destinee Tour and Travel Surabaya Untukmengetahuipengaruhbrand image terhadapkeputusanpembelian PT. Destinee Tour and Travel Surabaya Untukmengetahuipengaruhbrand awareness terhadapkeputusanpembelian PT. Destinee Tour and Travel Surabaya TUJUAN PENELITIAN

  6. RERANGKA BERFIKIR 02

  7. KerangkaKonseptual

  8. HIPOTESIS H1 : Brand Image berpengaruhterhadapkeputusanpembelian di PT. Destine Tour and Travel Surabaya. H2 : Brand Awareness berpengaruhterhadapkeputusanpembelian di PT. Destinee Tour and Travel Surabaya. H3 : Promosiberpengaruhterhadapkeputusanpembelian di PT. Destinee Tour and Travel Surabaya.

  9. METODE PENELITIAN • ObjekPenelitian Pengaruhbrand image, brand awareness, dan promositerhadapkeputusanpembelian di PT. Destinee Tour and Travel Surabaya Jl. SimpangDarmoPermai Selatan XV No. 141, Surabaya. • PendekatanPenelitian dan Sumber Data Penelitianinimenggunakanpendekatankuantitatifdenganmerumuskanhipotesa yang selanjutnyadilakukanstatistikuntukmenerimaataumenolakhipotesa. Dan juga penelitianinimenggunakan data kualitatifnyaadalahpenyusunanintrumenpenelitiandalamskala interval, misalsangattidaksetuju, tidaksetuju, cukupsetuju dan sangatsetuju. • Populasi dan Sampel Populasi : Seluruhpelanggan yang pernahmenggunakanjasa PT. Destinee Tour and Travel Surabaya Sampel : Sebanyak 75 sampel • VariabelPenelitian Terdapattigavariabel independent (X) dan satuvariabeldependen (Y) X1 = Brand Image X2 = Brand Awareness X3 = Promosi Y = Keputusan Pembelian 03

  10. DEFINISI OPERASIONAL Brand Image Indikator Brand Image KualitasatauMutu Dapatdipercayaataudiandalkan. Kegunaanataumanfaat. Pelayanan. Resiko. Harga. Citra yang dimiliki oleh merekitusendiri. Brand Awareness Indikator Brand Awareness Merek yang seringdiingat. Merek yang dikenal. Merek yang seringdisebut. Promosi IndikatorPromosi Jangkauanpromosi. Kualitaspromosi. Kuantitaspromosi. Waktu promosi. Ketepatansasaranpromosi. Keputusan Pembelian Indikator Keputusan Pembelian Konsumenmenentukanproduk mana yang akandibeli. PemilihanMerek (Brand Choice). PemilihanSaluranPembelian (Dealer Choice). Penentuan Waktu Pembelian (Purchase Timing). JumlahPembelian. MetodePembayaran.

  11. TERIMA KASIH

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