THE EFFECT OF ONLINE TRUST, PRICE, PROMOTION, AND BRAND IMAGE ON PURCHASING DECISIONS FOR AIRPLANE ONLINE TICKETS IN MANADO CITY. PENGARUH KEPERCAYAAN ONLINE, HARGA, PROMOSI, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN TIKET PESAWAT ONLINE DI KOTA MANADO

Abstract

In the context of the growing digital economy and increasing use of e-commerce, particularly among millennials, it becomes essential to understand the key determinants that influence online consumer behavior in the airline industry. This research aims to analyze the influence of online trust, price, promotion, and brand image on purchasing decisions for airplane tickets through online platforms. The study employs a quantitative approach with data collected from 100 respondents who have purchased airline tickets online. Multiple linear regression analysis was used to test the hypotheses.The findings reveal that online trust, price, promotion, and brand image all have a significant and positive effect on purchasing decisions, both partially and simultaneously. Among these, online trust plays a critical role, especially considering consumers’ sensitivity to data security and reliability in digital transactions. Price competitiveness and promotional offers were also found to be key drivers, particularly for price-sensitive consumers. Additionally, brand image significantly influences purchasing intentions, as consumers tend to associate strong brand reputations with service quality and reliability.

Keywords: Online Trust, Price, Promotion, Brand Image, Purchasing Decision, Airline Tickets, Millennials, E-commerce