The Effect of Price Perception, Service Convenience, Service Quality and Brand Equity On Ticket Purchase Decisions During Covid-19 Pandemic Through Consumer Satisfaction as A Mediating Variable

Abstract

The COVID-19 pandemic has made sectors experienced a decline in many businesses engaged in transportation services, especially aviation. Since lockdown was implemented, the Government has tightened entry rules in Indonesian territory by including a COVID-19 free certificate using the rapid test/PCR. The population in this study were all Citilink Airlines consumers in West Jakarta and 280 respondents as samples. This study was different from previous research by using different variables and models in this study. The method used in this study was quantitative analysis with SEM analysis tools and Smart PLS 3.3 tools. The results in this study indicated that price perception, service convenience, and service quality had a positive and significant effect on consumer satisfaction. Brand equity had no positive and significant effect on consumer satisfaction. Price perception on purchasing decisions had a negative and significant effect. Meanwhile, service convenience, service quality, and brand equity on purchasing decisions hada positive and significant effects.