Web-Based Ticket’s Purchase
Dewi Nusraningrum1, Pinta Razy Pangestu2, Lely Lubna Alaydrus3
1Dewi Nusraningrum, Associate Professor, Post Graduate Studies, Universitas Mercu Buana, Jakarta, Indonesia.
2Pinta Razy Pangestu, Under Graduate Student, Faculty of Economics and Business, Universitas Mercu Buana, Jakarta, Indonesia.
3Lely Lubna Alaydrus, Master Candidate, Post Graduate Studies, Universitas Mercu Buana, Jakarta, Indonesia.
Manuscript received on 26 June 2019 | Revised Manuscript received on 09 July 2019 | Manuscript Published on 17 July 2019 | PP: 326-333 | Volume-8 Issue-2S July 2019 | Retrieval Number: B10480782S19/2019©BEIESP
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: The online sales sites are part of the life of the 4.0 industrial era, one of the sites, which are airplane ticket sales. Traveloka is a company that facilitates online booking services, and ticket sales for airline tickets focused on travelling business in Indonesia and all over the world. Strict competition amongst online airline services in Indonesia pushed Traveloka to follow up their customers’ complaints. If the allegations are not promptly followed up, there is a possibility that the consumers will switch to competitors. The study seeks to determine the consequence of brand image, price and web quality to buying decision of online airline ticket at Traveloka. The data was obtained by using a questionnaire distributed online to 320 respondents with the purposive sampling method. The data was investigated with Partial Least Square (PLS), by testing the outer model, inner model with a significance level of 0.05 (5%=1.96). The results indicated that brand image (t-stats=2.631), price (t-stats=5.246), and web quality (t-stats=6.389) are positive and had a important influence on the buying decision. The highest impact is from web quality (t-stats=6.389). It shows that the quality of the web is an essential consideration for customers in making decisions to buy airline tickets online. In overview, Traveloka as an online travel company has to continually upgrade their web quality to ensure the airline tickets’ booking process and buying process run smoothly and user-friendly for the customers.
Keywords: Brand Image; Price; Web Quality; Airline Ticket; Purchase Decision; Traveloka.
Scope of the Article: Web Technologies