PENGARUH PROMOSI, KUALITAS LAYANAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN TIKET PESAWAT ONLINE MELALUI APLIKASI TRAVELOKA.COM DI KELURAHAN SUNGAI BAMBU - Tatu Nanda Saphira; Mahmud Mahmud; Endri Sentosa; Rinaldi Rinaldi (IKRAITH-EKONOMIKA, 2026)
Penelitian ini bertujuan untuk mengetahui pengaruh promosi, kualitas layanan, dan hargaterhadap keputusan pembelian tiket pesawat online melalui aplikasi Traveloka.com diKelurahan Sungai Bambu. Penelitian ini menggunakan pendekatan kuantitatif denganmetode Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS) melaluiaplikasi SmartPLS 3. Data diperoleh melalui penyebaran kuesioner kepada 185 respondenyang merupakan responden di Kelurahan Sungai Bambu dan telah melakukan duakalipembelian tiket pesawat dalam satu tahun terakhir. Pengujian instrumen dilakukan denganuji validitas dan reliabilitas menggunakan analisis outer model, mencakup nilai outerloading, average variance extracted (AVE), dan composite reliability. Analisis inner modeldilakukan berdasarkan nilai path coefficient, T-statistic, dan R Square. Hasil penelitianmenunjukkan bahwa promosi, kualitas layanan, dan harga memiliki pengaruh positif dansignifikan terhadap keputusan pembelian, ditunjukkan oleh nilai T-statistic > 1,96 dan pvalue< 0,05. Nilai R Square sebesar 0,800 mengindikasikan bahwa ketiga variabel bebasmampu menjelaskan 80% variabel keputusan pembelian, sedangkan sisanya dipengaruhioleh faktor lain di luar penelitian ini. This study aims to analyze the influence of promotion, service quality, and price on thedecision to purchase airline tickets online through the Traveloka.com application in SungaiBambu Subdistrict. The research applies a quantitative approach using Structural EquationModeling (SEM) based on Partial Least Square (PLS) with the SmartPLS 3 application. Datawere collected through questionnaires distributed to 185 respondents residing in SungaiBambu who had purchased airline tickets via Traveloka at least twice in the past year.Instrument testing was carried out using validity and reliability tests with outer modelanalysis, including outer loading, average variance extracted (AVE), and compositereliability. The inner model analysis was conducted based on path coefficient, T-statistic,and R Square values. The findings show that promotion, service quality, and price have apositive and significant effect on purchasing decisions, as indicated by T-statistic valuesgreater than 1.96 and p-values less than 0.05. The R Square value of 0.800 indicates thatthe three independent variables explain 80% of the variance in purchasing decisions, whilethe remaining 20% is influenced by other factors beyond this study.