THE INFLUENCE OF ADVERTISING AND BRAND AWARENESS ON FLIGHT TICKET PURCHASE DECISIONS AT COMPANY X

Abstract

Tourism is very popular in public, especially in the era of globalization, that has increased the attractiveness of traveling through social media by uploading content. In preparing various kinds of needs start from transportation, accommodation, and consumption to tourist attractions, all these things can be done easily through advances in technology and media in conducting marketing to attract consumer attention, one of which is the influence of advertising and brand awareness as a promotional strategy to convey information and attract consumer attention. This study focuses on determining whether there is an influence of advertising and brand awareness on consumer purchasing decisions using a quantitative descriptive approach. In this study, 100 respondents were taken who were application users as well as viewers of video advertisements. Based on the research results obtained and explained by the authors, purchase decisions are significantly influenced by advertising and brand awareness with a determination coefficient value of R square of 0.770, indicating 77% of purchasing decisions are influenced by advertising and brand awareness. So, this study concludes that purchase decisions at company X are positively and significantly impacted by advertising and brand awareness.