The Influence of Promotions and Prices on Ticket Purchasing Decisions for Super Air Jet Air Transport Service Users at Batam's Hang Nadim International Airport
), Arif Fakhrudin(2),
(1) Sekolah Tinggi Teknologi Kedirgantaraan Yogyakarta
(2) Sekolah Tinggi Teknologi Kedirgantaraan Yogyakarta
Corresponding Author
Abstract
The Central Statistics Agency (BPS) noted that the number of enthusiasts in the aviation industry has increased, so airline entrepreneurs are also competing to meet this need. Super Air Jet (PT. Lion Air Group) is an LCC airline founded in 2021. This study aims to determine whether there is an influence of promotion and prices on ticket purchasing decisions for users of Super Air Jet air transportation services at Batam's Hang Nadim International Airport. This research method uses a quantitative approach. The number of samples in this study were 86 respondents. The respondents in this study were the public or users of the Super Air Jet air transport service. Determination of the sample using random sampling technique. Data collection technique by giving questionnaires to respondents. In analyzing this, validity and reliability tests, multiple linear regression tests, f (simultaneous) and t (partial) tests and the coefficient of determination (R2) are used. The test results show that: 1) Partially influences the decision to purchase tickets for super air jet air transport users at Batam's Hang Nadim International Airport. The partial test results show that Promotion (X1) has a significant value of the promotion variable of 0.000 ≤ 0.05 so it can be concluded that H1 is accepted or the promotion variable (X1) has an effect on customer satisfaction (Y) and Ho is rejected. Price (X2) has a significant value of the price variable of 0.000 ≤ 0.05 so that it can be concluded that H1 is accepted or the price variable (X2) has an effect on customer satisfaction (Y) and Ho is rejected. 2) Simultaneously influences the decision to purchase tickets for air transport users super air jet at Hang Nadim International Airport Batam. The results of these tests were obtained from the results of the F test with a significant value of 0.000 ≤ 0.05. So it can be concluded that H1 is accepted or in other words promotion (X1) and price (X2) simultaneously affect the purchase decision (Y) and Ho is rejected.
Keywords
References
Andrean W, Pinaka. 2021. Maskapai Baru Indonesia, Super Air Jet Siap Mengudara. 29 Juni 2022 (14:39).
Arzu, Arzu. 2021. Indonesia Sebut Pesawat Baru ‘Milenium’ Super Air Jet. 30 Juni 2022 (19:00).
Bagtira, Jeans Refalda. 2021. Pengaruh Kualitas Pelayanan Covid-19 Terhadap Kepuasan Pengguna Jasa Angkutan Udara pada Maskapai Garuda Indonesia di Bandar Udara Juanda Sidoarjo. Program D4 Air Transport Management STTKD Sekolah Tinggi Teknologi Kedirgantaraan, Yogyakarta.
Fajri, Deva. Ma’ruf, J Jasman. 2018. Pengaruh Harga dan Promosi terhadap Keputusan Pembelian Tiket pada PT. Garuda Indonesia Branch Office Semarang. Jurnal Ilmiah mahasiswa Ekonomi manajemen 3 (3) 33-48,
Farisi, Salman. Siregar, Qahfi Romula. 2020. Pengaruh Harga dan Promosi Terhadap Loyalitas Pelanggan Pengguna Jasa Transportasi Online di Kota Medan. Jurnal Ilmiah Magister Manajemen 3 (1) 148-159, 2020.
Fathur Rohman, Wahyu. 2021. Pengaruh Kuliatas Pelayanan dan Promosi Terhadap Keunggulan Bersaing Maskapai Penerbangan (Studi Pada Maskapai Penerbangan Citilink). Program D4 Air Transport Management STTKD Sekolah Tinggi Teknologi Kedirgantaraan, Yogyakarta.
Ghufran, Abdurrahman. 2014. Analisis Pengaruh Harga, Promosi, Kualitas Pelayanan, dan Citra Merek Terhadap Keputusan Pembelian Konsumen (Studi Kasus Pada Pengguna Jasa Penerbangan PT. Garuda Indonesia di Semarang. Program S1 Management Faculty of Business and Economis Universitas Diponegoro, Semarang.
Hariadi, D. 2012. Pengaruh Produk, Harga, Promosi Dan Distribusi Terhadap Keputusan Pembelian Konsumen Pada Produk Projector Microvision, Jurnal Ilmu & Riset Manajemen Vol. 1 No. 8 (2012), Yogyakarta : Fakultas Ekonomi UII.
Heryanto, Imam. 2015. Analisi Pengaruh Produk, Harga, Distribusi, dan Promosi Terhadap Keputusan Pembelian Serta Implikasinya Pada Kepuasan Pelanggan. Jurnal Ekonomi, Bisnis & Entrepreneurship Vol. 9, No. 2, Oktober 2015
Iswara, Kevin Aditya dan Zuliestiana, Dinda Amanda. 2020. Pengaruh Harga dan Promosi Terhadap Keputusan Pembelian Tiket Pesawat Di Tiket. com. Jurnal e-Proceedings of Management Vol. 7, No. 2 (2020).
Kotler, P & Keller K. L. 2009. Manajemen Pemasaran Jilid ke 2 edisi 13. Jakarta: Erlangga.
Kotler, P. 2005, Manajamen Pemasaran, Jilid 1 dan 2. Jakarta: PT. Indeks. Kelompok Gramedia.
Kusumawati, Firda Amalia. 2022. Analisis pengaruh kualitas pelayanan check-in counter terhadap kepuasan penumpang citilink pada maa pandemi covid-19 di bandar udara internasional juanda surabaya. Program D4 Air Transport Management STTKD Sekolah Tinggi Teknologi Kedirgantaraan, Yogyakarta.
Lubis, Devy. 2021. Super Air Jet Lolos Sertifikasi AOC.
NST, Rizky Fakhru Muhammad dan Yasin Hanifa. 2014. Pengaruh Promosi dan Harga Terhadap Minat Beli Perumahan Obama PT. Nailah Ardi Kurnia SEI Mencirim Medan. Jurnal Ilmiah Manajemen dan Bisnis, 2014.
Ramadhani, Sukma Dewi. 2020. Pengaruh Kualitas Pelayanan dan Harga Terhadap Kepuasan Pelanggan Maskapai Lion Air Di Bandar Udara Internasional Sultan Hasanuddin Makassar. Program D4 Air Transport Management STTKD Sekolah Tinggi Teknologi Kedirgantaraan, Yogyakarta.
Ruth F. A. Pasaribu, Ira Lestari Sianipar, Yona F. Siagian, Vier Sartika. 2019. Pengaruh Promosi dan Harga Terhadap Pembelian Soyjoy PT. Armeta Indah Otsuka Kota Medan. Jurnal Fakultas Ekonomi Universitas Prima Indonesia Manajemen Volume 5 Nomor 1 (2019).
Santia, Tira. 2021. Fakta – Fakta Super Air Jet, Maskapai Baru yang Sasar Millenial.
Subekti, Sitti. 2017. Pengaruh Promosi dan Harga terhadap Keputusan Membeli Tiket Maskapai Penerbangan Lion Air Rute Lampung-Jakarta. Article Warta Penelitian Perhubungan Vol. 29 No. 1 (2017).
Syahfutra, Nur Arief. 2017. Analisis Pengaruh Kualitas Jasa, Harga, Dan Promosi Terhadap Keputusan Pembelian Konsumen Dalam Memakai Jasa Penerbangan Citilink. Program S1 Management Faculty of Business and Economis Universitas Islam Indonesia, Yogyakarta.
Tavia, Chelsea. 2021. Mengenal Super Air Jet, Maskapai Baru untuk Milenial.
Widi, Shilvina. 2022. Penumpang Pesawat Indonesia Mencapai 5,65 Juta pada Juli 2022.
Article Metrics
Abstract View
: 235 times
Download : 249 times
DOI: 10.57235/aurelia.v2i1.293
Refbacks
- There are currently no refbacks.
Copyright (c) 2023 Liyya Apriliyeendy, Arif Fakhrudin
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
