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All Journal Ekonomi Bisnis Prosiding PESAT Insight Management Journal Arus Jurnal Psikologi dan Pendidikan Journal of Artificial Intelligence and Digital Business Indo-Fintech Intellectuals: Journal of Economics and Business JIM: Jurnal Ilmiah Mahasiswa Pendidikan Sejarah Score: Jurnal Lentera Manajemen Pemasaran
Rini Tesniwati, Rini
Fakultas Ekonomi Universitas Gunadarma
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Mathematics Social Sciences Other

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Journal : Ekonomi Bisnis

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HOW DOES DIGITAL TRANSFORMATION MEDIATE OF PRICE AND PROMOTION IN INFLUENCING ONLINE TRAIN TICKET PURCHASING DECISIONS? Mahmud, Muhamad Farid; Tesniwati, Rini; Istiqomah, Istiqomah
Jurnal Ilmiah Ekonomi Bisnis Vol 30, No 1 (2025)
Publisher : Universitas Gunadarma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35760/eb.2025.v30i1.12548

Abstract

The ease of digital markets in mediating and bridging train ticket reservations has become an interesting phenomenon in Indonesia, consumers are increasingly interested in exploring online platforms because of their ease of use and variety. This study examines how digital transformation mediates the impact of pricing and advertising on online rail ticket purchases. Employing the Structural Equation Model approach to investigate the link between latent variables, we find that digital transformation strengthens consumer decision-making by making pricing strategies more transparent and accessible. These findings provide insights for businesses to improve their digital strategies.
Co-Authors ANGGRAINI, RENI Anne Dahliawati Arzam, Toya Caecilia Widi Pratiwi Fitriyani, Desy Ira Puspitawati istiqomah istiqomah Kencanawati*, Mella Sri Kustamtinah, Lisna Larasati, Nadila Lestary, Nita Endah Mella Sri Kencanawati Muhamad Farid Mahmud Mustikaweni, Riezkiani Putranto, Muhammad Rayhan Syntha Noviyana