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All Journal JURNAL MANAJEMEN INDUSTRI DAN LOGISTIK
Maysandra, Indriani
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Decision Sciences, Operations Research & Management Engineering Industrial & Manufacturing Engineering Transportation

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Improving Airplane E-ticket Purchasing Decisions Through Social Media Marketing Instagram and Ease of Use of Online Travel Agent Applications in Indonesia Mediated by Trust Setiawan, Edhie Budi; Arubusman, Dian Artanti; Soekirman, Atong; Fachrial, Peppy; Maysandra, Indriani
Jurnal Manajemen Industri dan Logistik Vol 8, No 1 (2024): May 2024
Publisher : Politeknik APP Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30988/jmil.v8i1.1410

Abstract

This study aims to ascertain how social media marketing (such as Instagram) and ease of use affect consumer decisions, as well as how trust functions as a mediating factor in the relationship between social media marketing and ease of use and consumer decisions. There are two types of data that are used; primary data are gathered through questionnaires, and secondary data are gathered from books and journals. This study used probability sampling techniques with a simple random sampling method, namely with 170 respondents. The analysis method in this study uses SEM-PLS (Structural Equation Model - Partial Least Square). This study's findings indicate that trust has a major impact on purchase decisions, simplicity of use has a large impact on decisions, and social media marketing has no significant impact on decisions. Ease of use and social media marketing's influence on purchase decisions might be mitigated by the trust factor. If respondents trust online travel brokers, social media marketing will have an impact on their purchase decisions.
Improving Airplane E-ticket Purchasing Decisions Through Social Media Marketing Instagram and Ease of Use of Online Travel Agent Applications in Indonesia Mediated by Trust Setiawan, Edhie Budi; Arubusman, Dian Artanti; Soekirman, Atong; Fachrial, Peppy; Maysandra, Indriani
Jurnal Manajemen Industri dan Logistik Vol. 8 No. 1 (2024): May 2024
Publisher : Politeknik APP Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30988/jmil.v8i1.1410

Abstract

This study aims to ascertain how social media marketing (such as Instagram) and ease of use affect consumer decisions, as well as how trust functions as a mediating factor in the relationship between social media marketing and ease of use and consumer decisions. There are two types of data that are used; primary data are gathered through questionnaires, and secondary data are gathered from books and journals. This study used probability sampling techniques with a simple random sampling method, namely with 170 respondents. The analysis method in this study uses SEM-PLS (Structural Equation Model - Partial Least Square). This study's findings indicate that trust has a major impact on purchase decisions, simplicity of use has a large impact on decisions, and social media marketing has no significant impact on decisions. Ease of use and social media marketing's influence on purchase decisions might be mitigated by the trust factor. If respondents trust online travel brokers, social media marketing will have an impact on their purchase decisions.
Co-Authors Dian Artanti Arubusman, Dian Artanti Edhie Budi Setiawan, Edhie Budi Fachrial, Peppy Soekirman, Atong