THE MODEL OF RISK OF TRAVEL TICKET PURCHASING DECISIONS ON MARKETING COMMUNICATION MIX IN ONLINE SITE USING STRUCTURAL EQUATION MODELING

Rusdi , Hidayat N and Eddy , Poernomo and Minto , Waluyo and Bambang Widjanarko, Otok (2018) THE MODEL OF RISK OF TRAVEL TICKET PURCHASING DECISIONS ON MARKETING COMMUNICATION MIX IN ONLINE SITE USING STRUCTURAL EQUATION MODELING. International Journal of Civil Engineering and Technology (IJCIET), 9 (5). pp. 847-856. ISSN 0976-6308

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      Abstract

      Travel is the movement of people between relatively distant geographical location, and can involve the journey on foot with secure mode transportation with or without baggage, and can be one way or round trips. Online ticket site agoda.com is one of the platform in Indonesia that offers ticket purchase online. In the online ticket Site agoda.com there are still problems which occupied the position of the market challenger and want to replace the position of the market leader. But there are still many customers who do not know and almost never use the online ticket Site agoda.com so that purchase decision category counter (3 and hotels) rare in spheres. The purpose of this research is to know the influence of marketing mix against the risk of purchasing decisions. The results of research with the approach of Structural Equation Modeling (SEM) shows that the model of the risk of purchasing decisions travel ticket online site agoda.com is the model fit according to the criteria of RMSEA, CMIN/df, TLI and CFI. Marketing mix travel ticket online agoda.com Site with the indicator giving cheap price after logging in affecting the marketing communication and marketing communication with the indicator awareness introduce the influence of product purchase decision. Purchase decision with the indicator easy channel selection and purchase the brand from the election offers accommodation and lodging influence on the level of customer satisfaction and the level of satisfaction with the service indicator and the location that offered a significant effect on customer loyalty, namely convey positive service providers. So it is possible the online ticket Site agoda.com the chance to become the market leader and would need great energy. Keywords: Travel Ticket online, purchase decision, marketing communication mix, SEM

      Item Type: Article
      Subjects: H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5410 Marketing. Distribution of products
      Divisions: Faculty of Social Sciences and Political Sciences > Business Administration
      Depositing User: Fatchullah ZA
      Date Deposited: 10 Jul 2018 08:56
      Last Modified: 10 Jul 2018 08:58
      URI: http://eprints.upnjatim.ac.id/id/eprint/7584

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