Institutional Repository UIN Sunan Kalijaga YogyakartaPENGARUH CITRA MEREK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK DI SAHID TOUR YOGYAKARTANIM.: 22102040031Ade Nia KurniantiauthorThis study was motivated by the phenomenon of stable purchase decision volumes among special Hajj pilgrims at Sahid Tour Yogyakarta, even though the company sets prices above the government’s minimum regulatory threshold and faces intense competition from other national travel agencies. The objective of this study is to analyze the influence of brand image and price perception, both partially and simultaneously, on the purchase decisions of special Hajj service products at Sahid Tour Yogyakarta. This study employs an associative quantitative approach using a causal model. The study population consisted of 872 special Hajj pilgrims, with a sample of 90 respondents determined using the Slovin formula. Data were collected via a Likert-scale questionnaire and analyzed using multiple linear regression with IBM SPSS version 18. The results of the study show that brand image (X₁) has a positive and significant effect on purchase decisions (Y) with a significance value of 0.000. Price perception (X₂) was also found to have a positive and significant effect on purchase decisions (Y) with a significance value of 0.000. Simultaneously, brand image and price perception have a positive and significant effect on purchase decisions, with a significance value of 0.000 and an R-squared value of 0.769. The contribution of this study reinforces that in the religious services industry—which is characterized by high-involvement services—brand equity and price-value fit can mitigate the psychological risks faced by pilgrims, thereby becoming key determinants in the purchase decision-making process.297.352 Manajemen Haji-Umroh2026-07-22UIN SUNAN KALIJAGA YOGYAKARTA;FAKULTAS DAKWAH DAN KOMUNIKASIThesis

For work being deposited by its own author: In self-archiving this collection of files and associated bibliographic metadata, I grant Institutional Repository UIN Sunan Kalijaga Yogyakarta the right to store them and to make them permanently available publicly for free on-line. I declare that this material is my own intellectual property and I understand that Institutional Repository UIN Sunan Kalijaga Yogyakarta does not assume any responsibility if there is any breach of copyright in distributing these files or metadata. (All authors are urged to prominently assert their copyright on the title page of their work.)

For work being deposited by someone other than its author: I hereby declare that the collection of files and associated bibliographic metadata that I am archiving at Institutional Repository UIN Sunan Kalijaga Yogyakarta) is in the public domain. If this is not the case, I accept full responsibility for any breach of copyright that distributing these files or metadata may entail.

Clicking on the deposit button indicates your agreement to these terms.