PENGARUH HARGA DAN PROMOTION MIX TERHADAP KEPUTUSAN PENGGUNAAN TRANSPORTASI UDARA DI BANDARA H. AROEPPALA SELAYAR

FAUZIAH, KAMARUDDIN (2022) PENGARUH HARGA DAN PROMOTION MIX TERHADAP KEPUTUSAN PENGGUNAAN TRANSPORTASI UDARA DI BANDARA H. AROEPPALA SELAYAR. D4 thesis, Poltekpar NHI Bandung.

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Abstract

H. Aroeppala Airport is a small airport located in the Selayar Islands Regency, South Sulawesi, which experienced a decline in the number of passengers even before the emergence of Covid-19 in Indonesia, this is presumably due to flight ticket prices and promotional activities that have not been maximized. This study aims to determine how the price (X1), promotion mix (X2), and decision-making using air transportation modes (Y) and to find out how the influence of X1 and X2 on Y partially. The method in this research is descriptive quantitative research, which uses a data collection tool in the form of a questionnaire to be filled out by 100 respondents, with the accidental sampling method. In this study using multiple linear regression analysis techniques. The results of this study are all variables are in the good category, with the price variable having a significant influence while the promotion mix variable does not have a significant influence on air transportation decision making, at H. Aroeppala Selayar airport. The recommendation in this study is to optimize promotional activities and expand the reach of the audience in order to attract tourists to come to the Selayar Islands so that it is expected to increase the number of passengers again.

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