The Influence of Marketing Mix on Airline Ticket Purchasing Decisions During the Covid-19 Pandemic in 2021 (Title.com Case Study)
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Published:
Feb 28, 2024
Keywords:
Airline tickets, E-commerce, Marketing mix, Online travel agent apps
Section
Economy
Statistics Article
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Abstract
The use of e-commerce at this time is increasing, one of which is e-commerce that provides the needs for tourism activities. Tiket.com is an e-commerce platform that has an application form in order to meet consumer needs, especially online airline tickets. Consumers in making decisions to purchase airline tickets online need factors that influence these purchases, especially with the emergence of the Covid-19 pandemic. This factor is included in the marketing mix which consists of product dimensions, price, promotion, and purchasing channels. This study was conducted to determine the effect of Tiket.com's marketing mix (X) on application users who are domiciled in DKI Jakarta on purchasing decisions (Y) of airplane tickets during the Covid-19 pandemic in 2021. The research method used is quantitative with verification types and descriptions. survey. The sampling technique was carried out using a non-probability sampling method with a purposive sampling technique and 118 respondents were used. The data analysis test was carried out by simple linear regression. The results showed that the marketing mix had an influence on purchasing decisions of 46.2% from the coefficient of determination test R2. The marketing mix is proven to have an effect on purchasing decisions with the results of the t count exceeding the t table, 9.976 > 1.980.
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Kusnedi, R., Pinontoan , N. . and Djati, S. . (2024) “The Influence of Marketing Mix on Airline Ticket Purchasing Decisions During the Covid-19 Pandemic in 2021 (Title.com Case Study)”, Jurnal Mantik, 7(4), pp. 3790-3799. Available at: https://iocscience.org/ejournal/index.php/mantik/article/view/4782 (Accessed: 17June2026).
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Tjiptono, F. (2019). Strategi Pemasaran (Prinsip & Penerapan). Yogyakarta: CV. ANDI OFFSET.
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Wakhidah, E. N. (2018). Pengaruh Harga, Promotion Dan Customer Trust Terhadap Keputusan Pembelian Tiket Pesawat Secara Online Pada Situs Traveloka.com. Jurnal Manajemen Dirgantara, 11(2), 48–57. https://jurnal.sttkd.ac.id/index.php/jmd/article/view/11.
Widyastuti, A. N., Pujiharto, P., Tubastuvi, N., & Santoso, S. B. (2020). The Effect of Marketing Mix on Purchase Decisions. Jurnal Manajemen Bisnis, 11(2). https://doi.org/10.18196/mb.11295.
Yohandira, Fahmi, I., & Asmara, A. (2021). Faktor-Faktor Bauran Pemasaran yang Memengaruhi Keputusan Pembelian di Bukalapak Marketing Mix Factors Influencing Purchase Decision on Bukalapak. Jurnal Manajemen Dan Organisasi (JMO), 12(2), 122–133. https://www.researchgate.net/publication/353718424_Faktor_Faktor_Bauran_Pemasaran_yang_Memengaruhi_Keputusan_Pembelian_di_ Bukalapak
Azwar, S. (2005). Signifikan Atau Sangat Signifikan? Buletin Psikologi, 13(1), 38–44. https://core.ac.uk/download/pdf/304224758.pdf
Burhan, F. A. (2020, Agustus 14). Melonjak 10 Kali, Tiket.com Selesaikan 98% Permintaan Refund Tiket. Retrieved from Katadata: https://katadata.co.id/desysetyowati/digital/5f3646b1723c5/melonjak-10- kali-tiketcom-selesaikan-98-permintaan-refund-tiket.
Damayanti, D., & Sudarmanto, G. E. F. (2021). Pengaruh Kualitas Pelayanan, Harga, Promosi, Keamanan Transaksi, Dan Loyalitas Perusahaan Terhadap Pengambilan Keputusan Pembelian Tiket Pesawat Online Pada Aplikasi Traveloka. Jurnal Riset Manajemen Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha Program Magister Manajemen, 8(2), 37–46. https://doi.org/10.32477/jrm.v8i2.271.
Darmawan, H. (2020, Maret 21). Tiket.com Akui Permintaan Refund dan Reschedule Tiket Perjalanan Meningkat Hingga 10 Kali Lipat. Retrieved fromTribunbisnis:https://www.tribunnews.com/bisnis/2020/03/21/tiketcom-akui permintaan- refund-dan-reschedule-tiket-perjalanan-meningkat-hingga-10-kali-lipat.
Firmansyah, M. A. (2018). Perilaku Konsumen (Sikap dan Pemasaran).Yogyakarta: Deepublish.
Kotler, P., & Armstrong, G. (2018). Principles of Marketing Seventeenth Edition.London: Pearson.
Lifepal. (2020, Mei 14). Efek Covid-19 pada Traffic Situs Berita, Pekerjaan, Belanja, Kesehatan,dan Travel. Retrieved from Lifepal:https://lifepal.co.id/media/dampak-covid-19-pada-traffic-situs-berita- belanja-kesehatan-dan-travel/
Oscar, B., & Megantara, H. C. (2020). Pengaruh Atribut Produk Terhadap Keputusan Pembelian Produk Muslim Army. Jurnal Bisnis Dan Pemasaran, 10(1), 5.
Prathama, F., & Sahetapy, W. L. (2019). Pengaruh Kemudahan Penggunaan Aplikasi Dan Kepercayaan Konsumen Terhadap Minat Beli Ulang Konsumen E-Commerce Lazada. Jurnal Agora, 7(1), 1–6.
Prihastuti, Y., & Widayati, E. (2019). Analisis Pengaruh Marketing Mix Terhadap Keputusan Pembelian (Studi Kasus Pada Pt. Tunas Indonesia Tours & Travel Cabang Yogyakarta). Journal of Tourism and Economic, 2(1), 66–75. https://doi.org/10.36594/jtec.v2i1.30.
Putra, Q. E., Tarigan, Z. J. H., Sitepu, R. B., & Singh, S. K. (2020). The Impact of Marketing Mix on the Consumer Purchase Decision in the Surabaya - Indonesia Hotel Residence. SHS Web of Conferences, 76, 01038. https://doi.org/10.1051/shsconf/20207601038.
Ramadhan, F. M. (2021, Juli 24). Gonta-ganti Istilah Kebijakan Pemerintah Atasi Covid-19, dari PSBB sampai PPKM. Retrieved from Tempo.co: https://grafis.tempo.co/read/2747/gonta-ganti-istilah-kebijakan-pemerintah- atasi-covid-19-dari-psbb-sampai-ppkm
Rialdi, I. F. (2021, Agustus 12). Performa Bisnis Meningkat Drastis di 2021, Ini Sejumlah Peran tiket.com Selama Pandemi. Retrieved from Suara.com: https://www.suara.com/lifestyle/2021/08/12/213947/performa-bisnis- meningkat-drastis-di-2021-ini-sejumlah-peran-tiketcom-selama-pandemi.
Rosana, F. C. (2020, April 13). Tiket.com Buka-bukaan Soal Kondisi Perusahaan Dihantambz Corona. Retrieved from Tempo.co: https://bisnis.tempo.co/read/1331074/tiket-com-buka-bukaan-soal-kondisi- perusahaan-dihantam-corona.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Statista. (2019, Juni 24). Reasons why people subscribed to the Tiket.com email newsletter in Indonesia in 2018. Retrieved from Statista: https://www.statista.com/statistics/1015120/indonesia-reasons-for- subscription-ticketcom-newsletter-email/
Statista. (2021, Oktober 19). Most popular online travel agencies among consumers in Indonesia as of November 2020. Retrieved from Statista: https://www.statista.com/statistics/1200620/indonesia-most-used-online- travel-agencies/
Sudarsono, H. (2020). Manajemen Pemasaran. Jember: Pustaka Abadi.
Thabit, H., & Raewf, M. (2018). The Evaluation of Marketing Mix Elements: A Case Study. International Journal of Social Sciences & Educational Studies, 4(4). https://doi.org/10.23918/ijsses.v4i4p100
Tjiptono, F. (2019). Strategi Pemasaran (Prinsip & Penerapan). Yogyakarta: CV. ANDI OFFSET.
Tristiawati, P. (2020, Juli 6). Jumlah Pergerakan Pesawat di Juni 2020 Naik Signifikan. Retrieved from Liputan 6:https://www.liputan6.com/bisnis/read/4297286/jumlah-pergerakan-pesawat- di-juni-2020-naik-signifikan.
Wakhidah, E. N. (2018). Pengaruh Harga, Promotion Dan Customer Trust Terhadap Keputusan Pembelian Tiket Pesawat Secara Online Pada Situs Traveloka.com. Jurnal Manajemen Dirgantara, 11(2), 48–57. https://jurnal.sttkd.ac.id/index.php/jmd/article/view/11.
Widyastuti, A. N., Pujiharto, P., Tubastuvi, N., & Santoso, S. B. (2020). The Effect of Marketing Mix on Purchase Decisions. Jurnal Manajemen Bisnis, 11(2). https://doi.org/10.18196/mb.11295.
Yohandira, Fahmi, I., & Asmara, A. (2021). Faktor-Faktor Bauran Pemasaran yang Memengaruhi Keputusan Pembelian di Bukalapak Marketing Mix Factors Influencing Purchase Decision on Bukalapak. Jurnal Manajemen Dan Organisasi (JMO), 12(2), 122–133. https://www.researchgate.net/publication/353718424_Faktor_Faktor_Bauran_Pemasaran_yang_Memengaruhi_Keputusan_Pembelian_di_ Bukalapak
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