Masmira Kurniawati, - (2017) The Effect of Airline Sale Promotion Types on Consumers’ Attitudes Toward Brand and Purchase Intentions. Increasing Management Relevance and Competitiveness: Proceedings of the 2nd Global Conference on Business, Management and Entrepreneurship (GC-BME 2017), 1. pp. 217-220. ISSN '9781351241892

	Text (Artikel) Masmira_Artikel703_The-Effect-of-Airline.pdf Download (1MB)
	Text (Peer Review) Masmira_Peer Review703.pdf Download (1MB)
	Text (Similarity Test) Masmira_Similarity703_The effect of airline.pdf Download (846kB)

Abstract

The airline business is facing an increasing level of competition. In order to increase their sales volumes, marketers use sales promotions. Direct premium is one of the sales promotion techniques which can be categorized into two types; fit and non-fit direct premium. A direct premium will create positive attitudes toward the brand which ultimately affects the consumer’s purchase intentions. This study investigates the differences in consumers’ attitudes toward brands and purchase intention to do with the application of fit and non-fit direct premium, and its impact on consumers’ purchase intentions. Using an experimental design approach, this study focuses on hypothesis testing by using one way ANOVA analysis techniques and simple linear regression. The managerial implications and suggestions for future research will then be delivered.

Actions (login required)

View Item