PENGARUH CITRA MEREK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK DI SAHID TOUR YOGYAKARTA

Ade Nia Kurnianti, NIM.: 22102040031 (2026) PENGARUH CITRA MEREK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK DI SAHID TOUR YOGYAKARTA. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This 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.

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