THE EFFECT OF PRICE AND PROMOTION ON PURCHASE DECISION OF TRAVELOKA ONLINE AIRLINE TICKETS DURING THE PANDEMIC

Abstract

The rapid development of technology has a positive impact on various social aspects. Especially in the transportation sector. It has become a basic need for every human to carry out activities.The presence of transportation has now also experienced rapid development. When people want to travel to another place, land, sea and air transportation options are now available. Booking travel tickets has also been made easier, people do not? have to queue at the counter. They can book tickets online through the official website or application of transportation providers or online ticket sales services. Traveloka is the largest online travel agent in Indonesia.

This research is a descriptive research and used a quantitative approach. The sample data for this study were Traveloka users for the airline ticket category throughout Indonesia and taken by using purposive non-probability sampling. The analysis technique used was Multiple Linear Regression Analysis. The data processing method in this study was the SPSS version 25.0 program.

In this study, price and promotion variables were used to see their effect on the decision to purchase airline tickets at Traveloka. After doing the analysis, the data show that prices and promotions have a positive and significant influence partially or individually and also simultaneously or together on the purchace decision of airline tickets at Traveloka.