Pengaruh Price Perception, Service Quality, dan Word of Mouth Terhadap Purchase Intention pada Konsumen Pengguna Maskapai Super Air Jet di Kota Surabaya

Abstract

This study examines the influence of price perception, service quality, and word of mouth on purchase intention among Super Air Jet consumers in Surabaya. A quantitative approach was employed using survey data collected from 156 respondents. Data were analyzed using multiple linear regression. The findings indicate that price perception, service quality, and word of mouth have positive and significant effects on purchase intention, both partially and simultaneously. Service quality and positive consumer recommendations strengthen consumer interest in using Super Air Jet services, while competitive pricing increases perceived value. These findings provide managerial implications for airline companies in improving consumer purchase intention through pricing strategies, service enhancement, and positive customer communication.