Al Riza, Naaziel Dzaudan and Abadi, Fiter (2021) The Effect of Brand Equity on the Performance of Garuda Indonesia during the COVID-19 Pandemic. Bachelor thesis, Swiss German University.

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Abstract

Purchase intention is defined as the possibility that consumers decide to purchase a product or service. The purpose of this research is to find out what effect does brand equity have on the performance of Garuda Indonesia during the Covid-19 pandemic. To measure this, customer purchase intention is used as the measurement tool of Garuda Indonesia’s performance. To represent brand equity, brand image, brand loyalty, and brand awareness is chosen as the independent variable, whereas purchase intention is chosen as the dependent variable. In this research the consumer behaviour theory is used to find out which parts of brand equity has the most significant impact on the purchase intention of Garuda Indonesia’s customers. This research is conducted in the JABODETABEK area and uses a quantitative method to collect the data from the respondents. The means to gather the response is by distributing a Likert scale questionnaire to the sample size of 160 respondents. In this research it is found out that Garuda Indonesia’s brand image, brand loyalty and brand awareness all have an impact on the purchase intention of consumers, however out of those 3, brand awareness has the least significant impact. Hence there are several recommendations for Garuda Indonesia in this research.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Brand Awareness, Brand Equity, Brand Image, Brand Loyalty, Purchase Intention
Subjects:	H Social Sciences > HE Transportation and Communications > HE9761 Air transportation. Airlines H Social Sciences > HF Commerce > HF5001 Business
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Faisal Ifzaldi
Date Deposited:	29 Dec 2021 15:36
Last Modified:	29 Dec 2021 15:36
URI:	http://repository.sgu.ac.id/id/eprint/2247

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