THE EFFECT OF PRICE AND SERVICE QUALITY ON CUSTOMERS’ TRAVEL DECISION IN GARUDA INDONESIA ONLINE TRAVEL FAIR (GOTF) DURING COVID-19 PANDEMIC

Muchammad Nur Al Imron, Desy Nur'aini, Nasrullah Nasrullah, Nita Rosmala Dewi

Abstract


This study aims to determine the effect of price and service quality on customers’ travel decision in Garuda Online Travel Fair program. Data collection used a questionnaire distributed to 100 customers who had used and known about Garuda Indonesia Online Travel Fair. Data analysis used multiple linear regression. The data collected are declared valid, reliable, and meet the requirements for the goodness of multiple linear regression. The results of data analysis show that price and service quality have a partial and simultaneous influence on customers’ travel decisions in Garuda Indonesia Online Travel Fair program. Price and service quality contribute to the formation of traveler’s decision in Garuda Indonesia Online Travel Fair Program by 46.2%.


Keywords


Price, Service Quality, Travelers’ Decision, Garuda Indonesia Online Travel Fair

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DOI: https://doi.org/10.25292/atlr.v4i0.395

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