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

Ari Apriani,Rizky Vita Losi,Cristina Catur Widayati*

doi:10.33642/ijbass.v7n8p5

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.

Highlights

In this study, the authors conducted different research of the coronavirus with 102 deaths and 59 recovered patients. than previous studies, the researchers presented with different
The measure of service quality has ten dimensions Referring to the analysis of the theory and concepts that have (Hardiyansyah, 2011) but has been simplified into five been stated above, that there are several problems of price dimensions, namely: Tangible (Intangible), Reliability perception, service convenience, service quality, and brand (Reliability), Responsiveness (Responsiveness), Assurance equity that cannot be separated from consumer satisfaction that (Assurance), and Empathy (Empathy)
The results of this study indicated that brand equity that has a strong relationship in the brand equity variable. had a positive and significant effect on purchasing decisions

Summary

Consumer Behavior are entering a new normal era where airports in Indonesian

Setiadi (2019) defines that consumer behavior as an territory have begun to open and there is a relaxation of action that is directly involved in obtaining, consuming, and policies regarding travel documents, and commercial aircraft disposing of a product or service, including the decisiontransportation has been reopened on condition that they carry a making processes that precede and follow these actions. Assessment of the characteristics or features of a product or a) Decision convenience is the consumer's perception service, or the product itself, which provides a level of of the cost of time and effort to decide to purchase or consumer pleasure related to meeting consumer consumption use services This decision includes whether to do it needs. According to Aaker (2013), brand equity is a set of e) Post benefit convenience (comfort after feeling the assets and brand trustworthiness associated with a particular benefits), namely the customer's perception of the cost brand, name, symbol, which can increase or decrease the value of time and effort when contacting the service provider provided by a product for consumers. Service quality is defined as an act or act of a several indicators consisting of: (a) Price match with product person or organization aiming to provide satisfaction to quality; (b) Price match with benefits; (c) Competitive price

Conceptual Framework

Service Convenience drawn up which dramatically describes the line of thought

H6: Service convenience affects purchasing decisions

METHOD

Result