Improving Airplane E-ticket Purchasing Decisions Through Social Media Marketing Instagram and Ease of Use of Online Travel Agent Applications in Indonesia Mediated by Trust

Edhie Budi Setiawan(1), Dian Artanti Arubusman(2), Atong Soekirman(3), Peppy Fachrial(4), Indriani Maysandra(5),


(1) Trisakti Institute of Transportation and Logistics, Jakarta, Indonesia
(2) Trisakti Institute of Transportation and Logistics, Jakarta, Indonesia
(3) Trisakti Institute of Transportation and Logistics, Jakarta, Indonesia
(4) Trisakti Institute of Transportation and Logistics, Jakarta, Indonesia
(5) Trisakti Institute of Transportation and Logistics, Jakarta, Indonesia
Corresponding Author

Abstract


This study aims to ascertain how social media marketing (such as Instagram) and ease of use affect consumer decisions, as well as how trust functions as a mediating factor in the relationship between social media marketing and ease of use and consumer decisions. There are two types of data that are used; primary data are gathered through questionnaires, and secondary data are gathered from books and journals. This study used probability sampling techniques with a simple random sampling method, namely with 170 respondents. The analysis method in this study uses SEM-PLS (Structural Equation Model - Partial Least Square). This study's findings indicate that trust has a major impact on purchase decisions, simplicity of use has a large impact on decisions, and social media marketing has no significant impact on decisions. Ease of use and social media marketing's influence on purchase decisions might be mitigated by the trust factor. If respondents trust online travel brokers, social media marketing will have an impact on their purchase decisions.


Keywords


Social Media Marketing, Ease of Use, Trust, Purchase Decisions

References


K. Keni, "Pengaruh Packaging, Social Media Marketing Dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Busana Brand Lokal [The Effect Of Packaging, Social Media Marketing And Electronic Word Of Mouth On Purchase Decisions On Local Brand Fashion]," DeReMa (Development Research of Management): Jurnal Manajemen, vol. 15, no. 2, pp. 244-256, 2020.

M. Tony Sitinjak, "Pengaruh persepsi kebermanfaatan dan persepsi kemudahan penggunaan terhadap minat penggunaan layanan pembayaran digital Go-Pay," Jurnal manajemen, vol. 8, no. 2, 2019.

M. F. D. Kurniawan, M. F. Dzulfikar, F. Ramadhan, T. I. Wijaya, and Y. Feronika, "The Influence Of Entrepreneurship Marketing Systems And Innovation On Competitive Advantage On Culinary Of UMKM In Bandung City," Jurnal Manajemen Industri dan Logistik, vol. 6, no. 1, pp. 177-185, 2022.

H. Şirin and G. Ketrez, "Digital Addiction and Its Reflections on the Individual and Society," in Handbook of Research on Perspectives on Society and Technology Addiction: IGI Global, 2023, pp. 250-264.

D. Suleman and I. Zuniarti, "Consumer decisions toward fashion product shopping in Indonesia: The effects of attitude, perception of ease of use, usefulness, and trust," Management Dynamics in the Knowledge Economy, vol. 7, no. 2, pp. 133-146, 2019.

A. Jakic, M. O. Wagner, and A. Meyer, "The impact of language style accommodation during social media interactions on brand trust," Journal of Service Management, vol. 28, no. 3, pp. 418-441, 2017.

J. F. Hair Jr, L. M. Matthews, R. L. Matthews, and M. Sarstedt, "PLS-SEM or CB-SEM: updated guidelines on which method to use," International Journal of Multivariate Data Analysis, vol. 1, no. 2, pp. 107-123, 2017.

N. Alistriwahyuni, "Pengaruh Promosi Penjualani, Kemudahan Penggunaan, Dan Fitur Layanan I-Saku Terhadap Keputusan Pembelian Pada Pengguna I-Saku Di Indomaret (Studi Pada Pengguna I-Saku Indomaret Kecamatan Watulimo Trenggalek)," Jurnal Pendidikan Tata Niaga (JPTN), vol. 7, no. 2, 2019.

D. Delfian and A. Yusuf, "The Effect of Ease of Use and E-Trust on User Purchase Decisions," Almana: Jurnal Manajemen dan Bisnis, vol. 6, no. 1, pp. 20-32, 2022.

Dahmiri, S. Indrawijaya, R. S. Fatricia, and A. Yasmin, "Batik Jambi Promotion Based on Social Media in Asean Economics Community," in Proceedings of MICoMS 2017: Emerald Publishing Limited, 2018, pp. 323-329.

U. Manzoor, S. A. Baig, M. Hashim, and A. Sami, "Impact of social media marketing on consumer’s purchase intentions: the mediating role of customer trust," International Journal of Entrepreneurial Research, vol. 3, no. 2, pp. 41-48, 2020.

R. D. Jayanti, "Pengaruh harga dan kepercayaan terhadap keputusan pembelian secara online (Studi kasus pada harapan maulina hijab Jombang)," Eksis: Jurnal Riset Ekonomi Dan Bisnis, vol. 10, no. 1, 2015.

E. T. Julianto, "Pengaruh Strategi Pemasaran Media Sosial (Instagram) dan Citra Merek Terhadap Keputusan Pembelian Sepatu Lokal Compass Dengan Minat Beli Sebagai Mediasi," Jurnal Ekonomi, Bisnis Dan Manajemen, vol. 1, no. 4, pp. 16-29, 2022.

A. E. Sarwono and D. Pratiwi, "PENGARUH E-WOM, EASE OF USE AND TRUST TERHADAP KEPUTUSAN PEMBELIAN SECARA ONLINE MELALUI LIFESTYLE PADA PENGGUNA E-COMMERCE SHOPEE DI SURAKARTA," El-Wasathiya: Jurnal Studi Agama, vol. 10, no. 01, pp. 113-124, 2022.

F. O. Ang and F. Andreani, "Pengaruh Social Media Marketing pada Facebook terhadap Minat Beli Feel in Taste di Kupang dengan Kepercayaan Konsumen Sebagai Variabel Mediasi," Agora, vol. 10, no. 1, 2022.

Ş. B. Tatar and İ. Eren-Erdoğmuş, "The effect of social media marketing on brand trust and brand loyalty for hotels," Information Technology & Tourism, vol. 16, pp. 249-263, 2016.

M. Rizan, A. Haro, and B. Rahmadhina, "Pengaruh perceived ease of use dan service quality terhadap customer satisfaction dengan trust sebagai intervening (studi kasus pada pengguna grab di wilayah jakarta)," JRMSI-Jurnal Riset Manajemen Sains Indonesia, vol. 10, no. 2, pp. 337-355, 2019.

R. S. N. Faradila and H. Soesanto, "Analisis Pengaruh Persepsi Kemudahan Penggunaan dan Persepsi Manfaat terhadap Minat Beli dengan Kepercayaan Sebagai Variabel Intervening (Studi pada Pengunjung Toko Online berrybenka. com di Kalangan Mahasiswa Universitas Diponegoro)," Diponegoro Journal Of Management, vol. 5, no. 3, pp. 239-250, 2016.

D. Wiyono, "The Influence of Empowering RT/RW and Village Performance towards Society Service Satisfaction Using Partial Least Squares-Sem Analysis Approach," Jurnal Sekretaris dan Administrasi Bisnis, vol. 2, no. 2, pp. 11-23, 2018.

R. S. Ebrahim, "The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty," Journal of Relationship Marketing, vol. 19, no. 4, pp. 287-308, 2020.

F. Khoiro, N. Rachma, and M. Hufron, "Pengaruh promosi media sosial terhadap keputusan pembelian Dengan viral marketting sebagai variabel intervening (studi pada konsumen warung siji house and resto malang)," E-JRM: Elektronik Jurnal Riset Manajemen, vol. 8, no. 13, 2019.

A. K. Pramudya, A. Sudiro, and S. Sunaryo, "The role of customer trust in mediating influence of brand image and brand awareness of the purchase intention in airline tickets online," Jurnal Aplikasi Manajemen, vol. 16, no. 2, pp. 224-233, 2018.

D. Marlius, "Keputusan pembelian berdasarkan faktor psikologis dan bauran pemasaran pada PT. Intercom Mobilindo Padang," Jurnal pundi, vol. 1, no. 1, 2017.

A. M. Amin and H. Hendra, "Pengaruh Kepercayaan, Kemudahan, dan Promosi terhadap Keputusan Pembelian Secara Online di Lazada. Co. Id," Management Studies and Entrepreneurship Journal (MSEJ), vol. 1, no. 1, pp. 78-89, 2020.

A. Febrin, W. Y. Putri, E. B. Setiawan, and E. P. Perwitasari, "The Role of Customer Trust In Mediating The Influence of Brand Image and Brand Awareness on Purchase Intention in Indonesia Airasia E-Business Implementation," Advances in Transportation and Logistics Research, vol. 3, pp. 178-187, 2020.

D. M. A. Firmansyah, "Perilaku Konsumen (Perilaku konsumen)," Jurnal Agora, vol. 5, no. 2018, 2018.

I. K. R. Putra and G. S. Darma, "Process of decisions making purchase online on Instagram social media," International Journal of Business, Economics and Management, vol. 3, no. 1, pp. 165-171, 2021.

H. Gunawan and K. Ayuningtiyas, "Pengaruh kepercayaan, kemudahan dan kualitas informasi terhadap keputusan pembelian daring di aplikasi bukalapak pada mahasiswa politeknik negeri batam," Journal of Applied Business Administration, vol. 2, no. 1, pp. 152-165, 2018.

R. Rachmadhaniyati and S. Sanaji, "Pengaruh Social Media Marketing terhadap Customer Engagement dengan Loyalitas Merek dan Kepercayaan sebagai Variabel Mediasi," Jurnal Ilmu Manajemen, vol. 9, no. 3, pp. 1124-1137, 2021.

M. S. Sohail, M. Hasan, and A. F. Sohail, "The impact of social media marketing on brand trust and brand loyalty: An Arab perspective," International Journal of Online Marketing (IJOM), vol. 10, no. 1, pp. 15-31, 2020.


Full Text: PDF - full text

Article Metrics

Abstract View : 78 times
PDF - full text Download : 36 times

 DOI: 10.30988/jmil.v8i1.1410

Refbacks

  • There are currently no refbacks.