PRICE AND PROMOTION AS THE FACTOR OF CITILINK PASSENGERS TICKET PURCHASE INTENTION DURING THE COVID-19 PANDEMIC

Abstract

PT Citilink Indonesia is the Low-Cost Carrier (LCC) airline company that has operated in Indonesia since 2001. During the COVID-19 pandemic, Citilink made various efforts to increase passengers purchase intention. The purpose of this study is to find out whether there is an effect of price and promotion on the passengers purchase intention for Citilink airlines during the COVID-19 pandemic. This study is using the descriptive-quantitative method and data collection techniques by distributing online questionnaires through social media. The populations are all Citilinks passengers and the number of samples taken is 122 Citilinks passengers during the COVID-19 pandemic who filled out the online questionnaire, using non-probability sampling technique with purposive sampling. The analytical data technique used is multiple linear regression, T-test, and F-test. The result of this study is Y = 2.562 + 0.461 X₁ + 0.446 X_2? with a determination coefficient of 5.17% and the rest are 42.9% which is influenced by other variable factors. The correlation coefficient of 0.756 has a strong degree of relationship between variables. (1) There is a significant relationship between price variable and purchase intention with a value of 5,576 > 1,985 (2) There is a significant relationship between promotion variable and purchase intention with a value of 5,839> 1,985 (3) Simultaneously there is a significant relationship between price and promotion variables on purchase intention with a value of 79.125 > 3.1.