Abstract
The Influence of Self Image Congruence on Purchasing Decisions Mediated by Brand Trust (Survey on Air Asia Airlines). The aviation industry is an industry engaged in air transportation that is needed by the public. The development of the aviation industry in Indonesia, especially domestic airlines, is increasingly booming and growing rapidly with the existence of many airlines that have sprung up since the enactment of Law No. 15 of 1992. The purpose of this study was to see the effect of Self Image Congruence on Purchasing Decisions Mediated by Brand Trust on Air Asia Airlines. This research was conducted using descriptive and verification methods. The sampling technique of this research is probability sampling using Hair formula. The types of data used in this study are primary data and secondary data. The data were processed using path analysis. The results of this study prove that Self Image Congruence has a positive and significant effect on Brand Trust which has an impact on Purchasing Decisions on Air Asia Airlines.
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