effect of perceived value and service quality on interest in buying airplane tickets on PT Garuda Indonesia

This study aims to analyze the effect of perceived value and service quality on interest in buying plane tickets at PT Garuda Indonesia. Perceived value includes consumer perceptions of service benefits compared to costs incurred, while service quality refers to the quality of service provided by the airline. Data were collected through a questionnaire method using a purposive sampling technique and analyzed with multiple linear regression. The results showed that perceived value and service quality have a positive and significant influence on consumer buying interest. The coefficient of determination is 67.2%, indicating that the two variables can explain variations in purchase intention, while the rest is influenced by other factors. These results confirm that increasing perceived value and service quality can increase consumer attractiveness in choosing Garuda Indonesia flight services.