DETERMINANTS OF CUSTOMER SATISFACTION AND PURCHASE DECISIONS ON ONLINE FLIGHT TICKET E-COMMERCE PLATFORMS
DOI:
https://doi.org/10.31539/rfcxxw38Keywords:
Online Purchase Decisions, Promotions, Discounts, Trust.Abstract
The rapid digitalization of travel services following the COVID-19 pandemic has transformed consumer behavior in purchasing airline tickets online. This study investigates the influence of promotion, discount, booking convenience, and trust on customer satisfaction and purchase decisions within Indonesia’s e-commerce context. Using a quantitative approach, data were collected from 204 respondents who had purchased airline tickets through online platforms. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) to determine the strength and direction of the relationships among variables. The findings reveal that discounts and trust significantly enhance customer satisfaction, while booking convenience and promotions exert a significant positive influence on purchase decisions. Furthermore, customer satisfaction strongly mediates the relationship between trust and purchase decisions, indicating that consumers’ confidence in transaction security and platform reliability indirectly encourages purchasing behavior through improved satisfaction. This study contributes to the literature by bridging behavioral and digital marketing perspectives in the post-pandemic travel industry and offers practical insights for online travel agencies to strengthen transaction security, improve booking usability, and design targeted promotional strategies that enhance satisfaction.
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