PENGARUH PROMOSI, KUALITAS LAYANAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN TIKET PESAWAT ONLINE MELALUI APLIKASI TRAVELOKA.COM DI KELURAHAN SUNGAI BAMBU - Saphira, Tatu Nanda; Mahmud, Mahmud; Sentosa, Endri; Rinaldi, Rinaldi (IKRAITH-EKONOMIKA, 2026)
Penelitian ini bertujuan untuk mengetahui pengaruh promosi, kualitas layanan, dan harga terhadap keputusan pembelian tiket pesawat online melalui aplikasi Traveloka.com di Kelurahan Sungai Bambu. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS) melalui aplikasi SmartPLS 3. Data diperoleh melalui penyebaran kuesioner kepada 185 responden yang merupakan responden di Kelurahan Sungai Bambu dan telah melakukan duakali pembelian tiket pesawat dalam satu tahun terakhir. Pengujian instrumen dilakukan dengan uji validitas dan reliabilitas menggunakan analisis outer model, mencakup nilai outer loading, average variance extracted (AVE), dan composite reliability. Analisis inner model dilakukan berdasarkan nilai path coefficient, T-statistic, dan R Square. Hasil penelitian menunjukkan bahwa promosi, kualitas layanan, dan harga memiliki pengaruh positif dan signifikan terhadap keputusan pembelian, ditunjukkan oleh nilai T-statistic > 1,96 dan pvalue < 0,05. Nilai R Square sebesar 0,800 mengindikasikan bahwa ketiga variabel bebas mampu menjelaskan 80% variabel keputusan pembelian, sedangkan sisanya dipengaruhi oleh faktor lain di luar penelitian ini. This study aims to analyze the influence of promotion, service quality, and price on the decision to purchase airline tickets online through the Traveloka.com application in Sungai Bambu Subdistrict. The research applies a quantitative approach using Structural Equation Modeling (SEM) based on Partial Least Square (PLS) with the SmartPLS 3 application. Data were collected through questionnaires distributed to 185 respondents residing in Sungai Bambu who had purchased airline tickets via Traveloka at least twice in the past year. Instrument testing was carried out using validity and reliability tests with outer model analysis, including outer loading, average variance extracted (AVE), and composite reliability. The inner model analysis was conducted based on path coefficient, T-statistic, and R Square values. The findings show that promotion, service quality, and price have a positive and significant effect on purchasing decisions, as indicated by T-statistic values greater than 1.96 and p-values less than 0.05. The R Square value of 0.800 indicates that the three independent variables explain 80% of the variance in purchasing decisions, while the remaining 20% is influenced by other factors beyond this study.