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Brand Image Determination, Price Perception, and Brand Trust in the Purchase Decision of Low Cost Carrier Airlines in Indonesia
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Abstract: The main objective of this study is to examine various factors that affect the consumer
decision-making process when purchasing tickets from low-cost airlines in Indonesia. This study focuses
on analyzing the influence of three main factors, namely brand image, price perception, and trust, on
the final purchase choice. This study uses a quantitative methodology, using primary and secondary
data sources. Primary data was obtained by providing questionnaires to low-cost carrier users to get a
direct perspective from customers. This study shows that trust, price perception, and brand image are
important variables influencing consumers’ decisions to buy low-cost carriers in Indonesia. The study’s
findings show that LCC customers’ purchasing decisions are significantly influenced by their perceptions
of brand image, trust, and pricing. Customers are more inclined to select airlines they believe to be
dependable and safe, therefore trust is an important consideration. Another important factor is price
perception, which shows how customers react to competitive pricing that matches the value they
anticipate. Airlines that successfully create a green brand image and keep prices competitive can stand
out in the market as consumers’ awareness of environmental issues grows. Empirical evidence from this
study suggests that incorporating sustainability into business strategies may appeal to the increasing
number of environmentally conscious consumers. Finally, airlines who are effective in creating a positive
brand image stand out in the competitive low-cost carrier (LCC) sector, demonstrating the importance
of brand image as a decision driver.
Keywords: brand image, price perception, purchase decision, trust.
Mustika Sari - Personal Name
Pantri Heriyati - Personal Name
Muhammad Thamrin - Personal Name
Fitri Maisarah Zahra - Personal Name
Pantri Heriyati - Personal Name
Muhammad Thamrin - Personal Name
Fitri Maisarah Zahra - Personal Name
2597–6214
NONE
electronic file
Indonesian Journal of Sustainability Accounting and Management
2024
Indonesian Journal of Sustainability Accounting and Management
ISSN 2597–6214 | e–ISSN 2597–6222
https://ijsam.org/index.php/ijsam
DOI: 10.28992/ijsam.v8i1.1052
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