Ekonomi Bisnis
Vol 30, No 1 (2025)

HOW DOES DIGITAL TRANSFORMATION MEDIATE OF PRICE AND PROMOTION IN INFLUENCING ONLINE TRAIN TICKET PURCHASING DECISIONS?

Mahmud, Muhamad Farid (Unknown)
Tesniwati, Rini (Unknown)
Istiqomah, Istiqomah (Unknown)

Article Info

Publish Date
08 Apr 2025

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.

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Journal Info
Ekonomi Bisnis
Website

Abbrev

ekbis

Publisher

Universitas Gunadarma

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

Jurnal Ilmiah Ekonomi Bisnis is a journal through a peer-review process. Jurnal Ilmiah Ekonomi Bisnis is intended for academics and researchers to publish their articles which is an original text that has not been published in another journal. The focus and scope are in the fields of management, ...