Nowadays, the rapid growth rate of low cost carriers (LCCs) makes airline industry becomes more aggressive and competitive in the business section. Past few decades ago, since the deregulation in aviation industry has led LCCs focus on its strength which is a lower fare, this is able to successfully attract more customers who are price-conscious to become their passengers. The largest amount of sale of the ticket is from online booking. Customers who tend to be online users are more likely to be the target market that LCCs ought to take care of. However, not only the price is a key role to drive the business of LCCs but there are also some factors to affect decision-making of the customers. The purpose of this study is to investigate the concern factors which are supposed to impact the customers’ purchase intention to select LCCs and to examine the relationships among variables in construct. Still, there are few researches involved with purchase intention of LCCs. This study targets on internet users. For the analysis part, SPSS and AMOS were employed. The results of study revealed that service expectation did not show the significant effect on purchase intention, meanwhile, all variables did. For the relationships in the construct, only service expectation and perceived risk did not show significant effect on brand image. This study could be useful for the marketers in airline field to adapt on marketing strategies and for further research in the future.
