The Effect of Online Promotion on the Decision to Purchase Airline Tickets with the Digital Era as a Mediating Variable in E-Ticketing Applications

Silvia Choirun Nissa; Ihwan Susila

doi:10.62951/ijecm.v2i4.963

Authors

Silvia Choirun Nissa Universitas Muhammadiyah Surakarta
Ihwan Susila Universitas Muhammadiyah Surakarta

DOI:

https://doi.org/10.62951/ijecm.v2i4.963

Abstract

This study explores in greater depth the effect of online promotions on airline ticket purchasing decisions through e-ticketing applications, emphasizing the mediating role of the digital era. Adopting a quantitative research design, data were collected from 491 respondents who had experience purchasing airline tickets via leading digital platforms such as Traveloka, Tiket.com, Agoda, and Booking.com. Five core online promotional strategies were investigated—discounts and vouchers, email marketing, social media promotions, influencer marketing, and push notifications—each representing distinct digital touchpoints. Partial Least Squares (PLS) analysis was used to test the relationships among variables and to evaluate the mediating effect of the digital era. The results indicate that all five promotional strategies significantly influence purchasing decisions, with influencer marketing and social media promotions emerging as the strongest drivers of consumer behavior. Furthermore, the digital era was shown to enhance consumer trust, accessibility, and engagement, thereby strengthening the impact of online promotions on purchase decisions. These findings highlight the need for airlines and e-ticketing platforms to develop integrated digital marketing strategies that align with evolving consumer behaviors and technological trends. This research contributes to the growing body of literature on digital marketing in the aviation sector and provides practical recommendations for optimizing promotional effectiveness.

Downloads

Download data is not yet available.

References

Anber Mohammad, A. M. (2022). The impact of digital marketing success on customer loyalty. Marketing and Management of Innovations, 13(3), 103–113. https://doi.org/10.21272/mmi.2022.3-09

Arif, D., & Pramestie, D. A. (2021). Pengaruh promosi dan review produk pada marketplace Shopee terhadap keputusan pembelian di Umaha. Ecopreneur.12, 4(2), 172. https://doi.org/10.51804/econ12.v4i2.1013

Azzahra, D., Wibowo, Y. F. A., & Fauzi, C. (2025). The influence of e-service quality, easiness, trust of quality of information, and sales promotion on purchase decisions on the Traveloka application. JIPI (Jurnal Ilmiah Penelitian dan Pembelajaran Informatika), 10(2), 923–937. https://doi.org/10.29100/jipi.v10i2.6085

Bakshy, E., Eckles, D., Yan, R., & Rosenn, I. (2012). Social influence in social advertising: Evidence from a field experiment. Proceedings of the 13th ACM Conference on Electronic Commerce, 146–161. https://doi.org/10.1145/2229012.2229037

Bu, Y., Parkinson, J., & Thaichon, P. (2020). Digital content marketing as a catalyst for e-WOM in food tourism. Australasian Marketing Journal. https://doi.org/10.1016/j.ausmj.2020.01.001

Chen, J., & Xie, K. L. (2019). Online coupons, digital engagement, and purchase intention: The mediating role of the digital environment. Journal of Business Research, 101, 365–374. https://doi.org/10.1016/j.jbusres.2019.04.039

Chowdhury, R. M. M. I. (2019). The moral foundations of consumer ethics. Journal of Business Ethics, 158(3), 585–601. https://doi.org/10.1007/s10551-017-3676-2

Crespo Almendros, E., & Del Barrio García, S. (2020). Online airline ticket purchases: The influence of online sales promotion type and internet experience. Journal of Air Transport Management, 87, 101856. https://doi.org/10.1016/j.jairtraman.2020.101856

Crespo-Almendros, E., & Del Barrio-García, S. (2016). Online airline ticket purchasing: Influence of online sales promotion type and internet experience. Journal of Air Transport Management, 53, 23–34. https://doi.org/10.1016/j.jairtraman.2016.01.004

Dilham, A., Sofiyah, F. R., & Muda, I. (2018). The internet marketing effect on the customer loyalty level with brand awareness as intervening variables. International Journal of Civil Engineering and Technology, 9(9), 681–695.

Efendioğlu, İ. H., & Durmaz, Y. (2022). The impact of perceptions of social media advertisements on advertising value, brand awareness and brand associations: Research on Generation Y Instagram users. Transnational Marketing Journal, 10(2), 251–275. https://doi.org/10.33182/tmj.v10i2.1606

Elistiowati, E., Ahyani, N., & Wardiah, D. (2021). Leadership of schools in improving the quality of education in the digital era. Proceedings of the International Conference on Education Universitas PGRI Palembang (INCoEPP 2021), 565(INCoEPP), 946–950. https://doi.org/10.2991/assehr.k.210716.188

Eriyanti, P., & Ardhiyansyah, A. (2023). The influence of trust, convenience, and quality information on purchase decisions at marketplace Shopee in Sukabumi. Insight Management Journal, 3(2), 48–55. https://doi.org/10.47065/imj.v3i2.226

Escobar-Rodríguez, T., & Carvajal-Trujillo, E. (2013). Factors driving online consumer purchases of airline tickets through websites. Journal of Air Transport Management, 32, 58–64. https://doi.org/10.1016/j.jairtraman.2013.06.018

Fernandes, E., Semuel, H., & Adiwijaya, M. (2020). The influence of social media advertising on purchase intention through utilitarian and hedonic shopping motivation: A study at beauty care and anti-aging clinic service in Surabaya. Petra International Journal of Business Studies, 3(1), 23–36. https://doi.org/10.9744/ijbs.3.1.23-36

Figueiredo, N., Ferreira, B. M., Abrantes, J. L., & Martinez, L. F. (2025). The role of digital marketing in online shopping: A bibliometric analysis for decoding consumer behavior. Journal of Theoretical and Applied Electronic Commerce Research, 20(1), 25. https://doi.org/10.3390/jtaer20010025

Haque, D. M. E., & Borbely, Z. (2024). Examining the influence of digital transformation on consumer behavior: A study of Amazon’s e-commerce tactics in the retail sector. International Journal of Multidisciplinary Business Management, 12(4), 15–32. https://doi.org/10.56805/ijmbm.2024.12.4.102

Inayah, I., & Fakhrudin, A. (2023). The effect of promotion and consumer trust on the decision to purchase airline tickets online through Traveloka. JETISH, 2(1), 292–305. https://doi.org/10.57235/jetish.v2i1.367

Iswahyuniarto, D. (2023). Pengaruh digital marketing terhadap keputusan pembelian dan kepuasan pelanggan pada jasa online travel agent. Jurnal Syntax Admiration, 4(3), 299–315. https://doi.org/10.46799/jsa.v4i3.552

Jesse, M., & Jannach, D. (2021). Digital nudging with recommender systems: Survey and future directions. Computers in Human Behavior Reports, 3, 100052. https://doi.org/10.1016/j.chbr.2020.100052

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.

Liu, Z. (2024). Transformations in consumer buying behavior: Investigating how online shopping platforms. Advances in Economics, Management and Political Sciences, 109(1), 181–186. https://doi.org/10.54254/2754-1169/109/2024BJ0135

Ma’arif, A. I., & Nursikin, M. (2024). Pendidikan nilai di era digital: Tantangan dan peluang. Afeksi: Jurnal Penelitian dan Evaluasi Pendidikan, 5(2), 326–335. https://doi.org/10.59698/afeksi.v5i2.254

Mou, J., & Benyoucef, M. (2021). Consumer behavior in social commerce: Results from a meta-analysis. Technological Forecasting and Social Change, 167, 120734. https://doi.org/10.1016/j.techfore.2021.120734

Muharram, R. A., & Puspaningrum, A. (2024). Pengaruh promosi, citra merek, dan pengalaman pelanggan terhadap niat pembelian kembali. Jurnal Manajemen Pemasaran dan Perilaku Konsumen, 3(4), 1089–1098. https://doi.org/10.21776/jmppk.2024.03.4.23

Pramudita, A. S., & Agustia, R. E. (2020). E-service quality dan e-promotion terhadap keputusan pembelian konsumen pada website Traveloka.com. Competitive, 15(2), 106–114. https://doi.org/10.36618/competitive.v15i2.961

Pricopoaia, O., & Susanu, I. (2022, February 18). Impact of using social media platforms in business promotion. https://doi.org/10.24818/IMC/2021/05.10

Putra, A. R. (2024). Pengaruh price, promotion, dan trust terhadap purchase intention pada online shopping festival di aplikasi Shopee. Jurnal …, 2(2).

Rahman, M. S., Islam, M. Z., & Hassan, M. K. (2022). The impact of digital marketing and online promotions on consumer purchasing behavior: Evidence from the airline industry. International Journal of Information Management, 62, 102442. https://doi.org/10.1016/j.ijinfomgt.2021.102442

Redda, E. H. (2020). The influence of utilitarian and hedonic consumption values on consumer attitude towards online shopping and purchasing intentions. Journal of Reviews on Global Economics, 9, 331–342. https://doi.org/10.6000/1929-7092.2020.09.32

Reina Paz, M. D., & Rodríguez Vargas, J. C. (2023). Main theoretical consumer behavioural models: A review from 1935 to 2021. Heliyon, 9(3), e13895. https://doi.org/10.1016/j.heliyon.2023.e13895

Sari, M., Abdurrahman, E., Mafrudoh, L., & Balqist, F. (2023). The role of online marketing media on airline ticket purchasing decisions. Jurnal …, 6(2), 905–915.

Shalehah, A., Trisno, I. L. O., Moslehpour, M., & Lin Cor, P. K. (2019). The effect of Korean beauty product characteristics on brand loyalty and customer repurchase intention in Indonesia. ICSSSM 2019, 1–5. https://doi.org/10.1109/ICSSSM.2019.8887676

Sharma, A., Sharma, S., & Chaudhary, M. (2020). Are small travel agencies ready for digital marketing? Views of travel agency managers. Tourism Management, 79, 104078. https://doi.org/10.1016/j.tourman.2020.104078

Subagyo, S., Ernestivita, G., Rukmini, M., & Limantara, A. D. (2021). The effect of promotion through social media on purchase decision with viral marketing as an intervening variable. Proceedings …, 1, 1343–1356. https://doi.org/10.4108/eai.18-11-2020.2311670

Sugiharto, S. A., & Ramadhana, M. R. (2018). Pengaruh kredibilitas influencer terhadap sikap pada merek. Jurnal Ilmu Politik dan Komunikasi, 8(2). https://doi.org/10.34010/jipsi.v8i2.1333

Sulistiyawan, E., Kurniawan, I., Arianto, B., & Samsiyah, S. (2025). Does trust mediate the determinant factor of airplane e-ticket purchase decisions using mobile applications? Jurnal …, 14(1), 463–484.

Wang, Y., & Tsai, H. (2021). The effect of mobile push notifications on consumer impulse buying behavior in the aviation industry. Journal of Air Transport Management, 91, 102020. https://doi.org/10.1016/j.jairtraman.2020.102020

Widanengsih, E. (2020). The effect of easy perception and website quality on purchase decisions in marketplace Tokopedia. Journal of Research in Business, Economics, and Education, 2(3), 602–611.

Widiyanti, W. (2020). Pengaruh kemanfaatan, kemudahan penggunaan dan promosi terhadap keputusan penggunaan e-wallet OVO di Depok. Moneter – Jurnal Akuntansi dan Keuangan, 7(1), 54–68. https://doi.org/10.31294/moneter.v7i1.7567

Zahra Khoerrunissa, & Purnamasari, O. (2024). Pengaruh sales promotion kosmetik Secondate di Instagram terhadap keputusan pembelian konsumen. Harmoni: Jurnal Ilmu Komunikasi dan Sosial, 2(2), 248–259. https://doi.org/10.59581/harmoni-widyakarya.v2i2.3227