PENGARUH IKLAN DAN E-SERVICE QUALITY TERHADAP KEPUTUSAN PEMBELIAN TIKET PESAWAT SECARA ONLINE PADA E-COMMERCE TRAVELOKA

The purpose of this study is to determine advertising, e-service quality and online flight ticket purchase decisions, the influence of advertising on purchasing decisions, the influence of e-service quality on purchasing decisions and between advertising and e-service quality which has the most influence on purchasing decisions. The type of research used in this study is explanatory research, with the population used in this study being consumers who buy flight tickets online on the Traveloka e-commerce, with a sample size of 100 respondents. The data analysis technique uses multiple linear regression analysis. The results of the analysis show that advertising is in the good category, good e-service quality and the decision to purchase flight tickets online on the Traveloka e-commerce is steady/confident. Advertising has an effect on the decision to purchase flight tickets online on the Traveloka e-commerce. E-service quality has an effect on the decision to purchase flight tickets online on the Traveloka e-commerce and e-service quality has the most influence on the decision to purchase flight tickets online on the Traveloka e-commerce.