Price and Promotion Factor

Oct 13, 2025 by magicalceylontours.com 118 views

Analysis of Factors Affecting E-Ticket Purchase Against Purchasing Decisions at PT. Indonesia AirAsia (Case Study on Students of the University of North Sumatra)

Introduction

The rise of online airline ticket purchases has transformed the way people travel, making it easier and more convenient than ever. With the increasing demand for air travel, understanding the factors that influence purchasing decisions is crucial for airlines to stay competitive. This study aims to examine the impact of four key factors – products, prices, promotions, and ease of access – on the decision to purchase online airline tickets at PT. Indonesia AirAsia, specifically targeting students of the University of North Sumatra.

Background

The airline industry has undergone significant changes in recent years, with the rise of online booking platforms and the increasing demand for air travel. PT. Indonesia AirAsia, as a leading low-cost carrier in Indonesia, has been at the forefront of this transformation. However, with the growing competition in the market, it is essential for the airline to understand the factors that influence purchasing decisions and tailor its strategies accordingly.

Research Methodology

This study employed a quantitative approach, using multiple linear regression analysis to examine the relationship between the four key factors and the decision to purchase online airline tickets. The data used was primary and secondary, collected from a sample of 100 students of the University of North Sumatra, chosen through stratified random sampling. The data was analyzed using SPSS software.

Results

The results of the study showed that simultaneously, the four factors (products, prices, promotions, and ease of access) had a positive and significant influence on the decision to purchase the online airline ticket PT. Indonesia AirAsia. However, the partial analysis revealed that the ease of access was the most dominant variable in influencing purchasing decisions.

Deeper Analysis

Ease of Access Factor

The results of the study show that ease of access is a dominant factor in influencing purchasing decisions. This may be because students as research targets are accustomed to ease of technology and prefer practical and fast processes. Ease of access can include a user-friendly purchasing platform, easy payment process, and complete availability of information. For PT. Indonesia AirAsia, this means that the airline needs to continue to increase its online purchasing platform to be more user-friendly, easily accessible, and provide a fast and safe transaction process.

Product Factor

Product factor also has a significant influence. Students may be more interested in airlines that offer a wide selection of flights, service classes, and additional facilities that suit their needs. This highlights the importance of product quality and variety for PT. Indonesia AirAsia, as the airline needs to continue to improve its product and service quality to meet the needs of its customers.

Price and Promotion Factor

Even though it has a significant influence, the price and promotion factor is not as strong as the ease of access and product. This can be caused by students who tend to look for the best grades and take advantage of available promos, but still consider other factors such as ease of access and service quality. For PT. Indonesia AirAsia, this means that the airline can take advantage of promotional strategies that are right on target and attractive for students, such as special promos for students, discount vouchers, or loyalty programs that provide special benefits.

Implications for PT. Indonesia AirAsia

Based on the results of the study, PT. Indonesia AirAsia needs to focus on the following strategies:

Focus on easy access: The airline needs to continue to increase its online purchasing platform to be more user-friendly, easily accessible, and provide a fast and safe transaction process.
Improve product quality: Companies need to continue to improve product and service quality, including flight choices, service classes, additional facilities, and friendly and responsive customer service.
Take advantage of the promotion strategy: The company can take advantage of promotional strategies that are right on target and attractive for students, such as special promos for students, discount vouchers, or loyalty programs that provide special benefits.

Conclusion

This study shows that factors such as products, prices, promotions, and ease of access have a significant influence on the decision to purchase online airline tickets at PT. Indonesia AirAsia. The ease of access is the most dominant variable, so PT. Indonesia AirAsia needs to focus on increasing its online purchasing platform and ensuring an easy and fast transaction process. In addition, companies must also continue to improve the quality of products and services, as well as utilize promotional strategies that are right on target to attract student targets.

Recommendations

Based on the findings of this study, the following recommendations are made:

PT. Indonesia AirAsia should continue to invest in its online purchasing platform to make it more user-friendly and easily accessible.
The airline should improve its product and service quality to meet the needs of its customers.
PT. Indonesia AirAsia should take advantage of promotional strategies that are right on target and attractive for students.
The airline should continue to monitor and analyze customer behavior and preferences to ensure that its strategies are effective.

Limitations

This study has several limitations, including:

The sample size was limited to 100 students of the University of North Sumatra.
The study only examined the influence of four key factors on purchasing decisions.
The study did not examine the impact of other factors, such as customer loyalty and brand reputation.

Future Research Directions

Future research should aim to:

Examine the impact of other factors, such as customer loyalty and brand reputation, on purchasing decisions.
Investigate the influence of demographic and psychographic factors on purchasing decisions.
Conduct a longitudinal study to examine the changes in purchasing behavior over time.

By understanding the factors that influence purchasing decisions, PT. Indonesia AirAsia can tailor its strategies to meet the needs of its customers and stay competitive in the market.
Q&A: Understanding the Factors that Influence E-Ticket Purchase Decisions at PT. Indonesia AirAsia

Introduction

In our previous article, we discussed the results of a study that examined the factors that influence e-ticket purchase decisions at PT. Indonesia AirAsia, specifically targeting students of the University of North Sumatra. The study found that ease of access, product quality, price, and promotion all play a significant role in influencing purchasing decisions. In this article, we will answer some of the most frequently asked questions about the study and its findings.

Q: What was the main objective of the study?

A: The main objective of the study was to examine the factors that influence e-ticket purchase decisions at PT. Indonesia AirAsia, specifically targeting students of the University of North Sumatra.

Q: What were the four key factors examined in the study?

A: The four key factors examined in the study were:

Ease of access
Product quality
Price
Promotion

Q: What was the most dominant factor in influencing purchasing decisions?

A: The ease of access was the most dominant factor in influencing purchasing decisions.

Q: Why is ease of access so important?

A: Ease of access is important because students are accustomed to ease of technology and prefer practical and fast processes. A user-friendly purchasing platform, easy payment process, and complete availability of information are all essential for a smooth and hassle-free transaction.

Q: What does the study suggest about product quality?

A: The study suggests that product quality is an important factor in influencing purchasing decisions. Students may be more interested in airlines that offer a wide selection of flights, service classes, and additional facilities that suit their needs.

Q: How can PT. Indonesia AirAsia improve its product quality?

A: PT. Indonesia AirAsia can improve its product quality by offering a wider selection of flights, service classes, and additional facilities that meet the needs of its customers. The airline can also focus on providing friendly and responsive customer service.

Q: What role does price play in influencing purchasing decisions?

A: Price is an important factor in influencing purchasing decisions, but it is not as strong as ease of access and product quality. Students may be more interested in airlines that offer competitive prices, but they also consider other factors such as ease of access and product quality.

Q: How can PT. Indonesia AirAsia take advantage of promotional strategies?

A: PT. Indonesia AirAsia can take advantage of promotional strategies that are right on target and attractive for students, such as special promos for students, discount vouchers, or loyalty programs that provide special benefits.

Q: What are the implications of the study for PT. Indonesia AirAsia?

A: The study suggests that PT. Indonesia AirAsia needs to focus on increasing its online purchasing platform to be more user-friendly and easily accessible. The airline also needs to improve its product and service quality to meet the needs of its customers. Additionally, PT. Indonesia AirAsia can take advantage of promotional strategies that are right on target and attractive for students.

Q: What are the limitations of the study?

A: The study has several limitations, including:

The sample size was limited to 100 students of the University of North Sumatra.
The study only examined the influence of four key factors on purchasing decisions.
The study did not examine the impact of other factors, such as customer loyalty and brand reputation.

Q: What are the future research directions?

A: Future research should aim to:

Examine the impact of other factors, such as customer loyalty and brand reputation, on purchasing decisions.
Investigate the influence of demographic and psychographic factors on purchasing decisions.
Conduct a longitudinal study to examine the changes in purchasing behavior over time.

By understanding the factors that influence e-ticket purchase decisions, PT. Indonesia AirAsia can tailor its strategies to meet the needs of its customers and stay competitive in the market.