The Influence of Price and Brand Image on Consumer Decision in Airport Taxi Services: Evidence from Puskopau Taxi at Halim Perdanakusuma Airport

Abstrak

The rapid growth of Indonesia’s transportation industry has intensified competition among transportation service providers, including airport taxi operators. In this increasingly competitive environment, companies are required to understand the factors influencing consumer decisions in selecting transportation services. Price and brand image are among the marketing factors frequently associated with consumer decision-making behavior. This study aims to analyze the influence of price and brand image on consumers’ decisions to choose Puskopau Taxi services at Halim Perdanakusuma Airport. The study employed a quantitative approach using an explanatory survey method. The research population consisted of users of Puskopau Taxi services at Halim Perdanakusuma Airport, with a sample of 99 respondents selected using accidental sampling, a non-probability sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression, t-tests, F-tests, and the coefficient of determination (R²). The findings indicate that price does not have a significant effect on consumer decision-making (p = 0.732). In contrast, brand image has a positive and significant effect on consumer decisions (p < 0.001). Simultaneously, price and brand image significantly influence consumer decisions, as indicated by an F-value of 23.043 (p < 0.001). The coefficient of determination (R²) of 0.324 indicates that 32.4% of the variation in consumer decisions is explained by the research model, while the remaining 67.6% is influenced by other factors outside the model. The study concludes that brand image is the dominant factor influencing consumers' decisions to choose Puskopau Taxi services. These findings provide practical insights for transportation service providers in formulating marketing strategies that prioritize strengthening brand image to improve consumer preference and competitiveness.