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.

The Effect of Service Quality, Reputation, and Perceived Price on Purchase Decisions with Customer Satisfaction as an Intervening Variable (Study on Parents of Students at Ciputra School Surabaya)

“…Likewise, the findings of Gumilang & Mulyati's (2020) research also took the process of selecting schools as objects of study. Another study in line with these findings was conducted by Apriani et al (2021) who also found a positive and significant influence of Service Quality on Purchase Decisions.…”

“…Price significantly influences customer satisfaction, as shown by Vita Ningrum (2019) and Kelvianto et al (2018). However, Carvalho et al (2020) and Apriani et al (2021) show that price is not the sole factor determining satisfaction. Poor service can lead to disappointment, as seen in Ciputra School, where parents may not prioritize price in their children's education.…”

Fenomena Panic Buying Dan Service Convenience Terhadap Keputusan Pembelian Di Kabupaten Ciamis Pada Masa Pandemi Covid-19

“…Service convenience memiliki pengaruh positif dan signifikan terhadap keputusan pembelian konsumen. Penelitian ini sejalan dengan penelitian yang telah dilakukan (Sumarno et al, 2016;Widyastuti, 2020) (Adirinekso, Purba, Budiono, & Rajaguguk, 2020;Apriani, Widayati*, & Vita Losi, 2021;Peemanee & Wongsahai, 2021;Sutanto & Keni, 2021). Service convenience atau kenyamanan e-ISSN: 2580-5312…”

The Influence of Price Perception, Location and Service Quality on Customer Satisfaction of Taman Melati Margonda Apartment Through Rental Decision

“…Customer Behavior is believed to be the main channel for consumers to rent services, feel satisfied then there is a loyal attitude of consumers towards the KTMM Apartment. Customer Behavior is actions and activities carried out by individuals, groups and organizations related to choosing, buying and using goods or services to fulfill needs and desires (Apriani et al, 2021) .…”