Membangun Keputusan Pembelian Tiket Pesawat pada Online Travel Agent(Studi Kasus: Penumpang Perusahaan Penerbangan Domestik Berjadwaldi Pulau Jawa)
This study aims to determine the factors that build ticket purchase decisions through online travel agents. The research object is 327 passenger domestic in Java. From the analysis results obtained that the variable price gives significant influence to the purchase decision variable, then the convenience variables give significant influence to the purchase decision variable, then the convenience variable gives significant influence to the purchase decision variable, the last variable of trust give significant influence to the purchase decision variable. So based on the value of t can be seen that the biggest influence affecting the buying decision is price and trust. Thus, based on the test of influence it can be seen that the two factors that build purchase decisions strongly and significantly is the price and trust variables.
keys: price, convenience, trust, purchase