THE INFLUENCE OF PROMOTIONS AND DIGITAL MARKETING TOWARDS BUYING DECISIONS WITH CUSTOMER EXPERIENCE AS MODERATING (Case Study on Garuda Indonesia Airlines)

Abstract

This research focuses on the influence of promotions, digital marketing, purchasing decisions, and customer experience in the context of Garuda Indonesia Airlines. The aim of this research is to understand the extent to which digital promotions and marketing influence customer purchasing decisions on this airline, with the mediator being customer experience. The population of this research is Garuda Indonesia Airline users. The sample was selected using a purposive sampling technique with the criteria that respondents were aged 20 years old over and had previously used this airline's services. Data were analyzed using the SEM-PLS method. The research results show that the relationship between promotions, digital marketing, and customer experience greatly influences purchasing decisions, namely the concept that satisfied customers tend to be more loyal. This research provides insight that digital promotions need to be considered by Garuda Indonesia Airlines to improve customer experience which will later influence consumer purchasing decisions.