Pengaruh Citra Merek, Diskon, Kualitas Pelayanan, Dan Persepsi Harga Terhadap Keputusan Pembelian Melalui Situs Traveloka

This study aims to analyze the effect of brand image, discount, service quality, and price perception on purchasing decisions through the Traveloka site. The population in this study were all people who had made purchases on the Traveloka site. Thetechnique sampling used in this study was convinience sampling with a sample of 150 respondents. The data collection method used is a field study in the form of a questionnaire. The analytical tool in this study uses multiple linear regression. The results of this study indicate that brand image has a positive and significant effect on purchasing decisions, discounts have a positive and significant effect on purchasing decisions, service quality has a positive and significant effect on purchasing decisions, and price perception has a positive and significant effect on purchasing decisions