PENGARUH PENGETAHUAN MEREK DAN KESADARAN MEREK TERHADAP MINAT BELI TIKET MASKAPAI SUPER AIR JET

The aim of this research is to determine the influence of brand knowledge and brand awareness on purchase intention for Super Air Jet airline tickets. This research uses quantitative research. The population of this research are social media followers on Instagram and Twitter of the Super Air Jet airline and the aviation community in the millennial age category and above, namely those aged 20 years to 40 years and who have the desire to buy plane tickets for travel, but have never used the Super Air Jet airline, and the sample was 100 respondents. The data collection technique uses a questionnaire. The analysis technique uses multiple linear regression analysis and hypothesis testing uses the t test and F test, with the SPSS analysis tool. The results show that: (1) brand knowledge has a positive and significant effect on purchase intention, (2) brand awareness has a positive but not significant effect on purchase intention, (3) brand knowledge and brand awareness have a positive effect on purchase intention.