PENGARUH PROMOSI, KUALITAS LAYANAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN TIKET PESAWAT ONLINE MELALUI APLIKASI TRAVELOKA.COM DI KELURAHAN SUNGAI BAMBU

Abstrak

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.