Pengaruh Promosi dan Kemudahan Penggunaan terhadap Keputusan Pembelian Tiket melalui aplikasi Access by KAI dengan Kepercayaan sebagai Variabel Intervening (Studi pada Masyarakat Kabupaten Banyumas)

This study aims to analyze the influence of promotion and ease of use on ticket purchasing decisions through the Access by KAI application, with trust as an intervening variable among residents of Banyumas Regency. The population in this study were Access by KAI application users in Banyumas Regency. The sampling technique used non-probability sampling with a purposive sampling method. The sample in this study consisted of 100 respondents, with the criteria being users who had previously purchased tickets through the Access by KAI application and aged 17–40 years. The variables used in this study included promotion (X1), ease of use (X2), trust (Z), and purchase decision (Y). The data analysis methods used were descriptive and statistical analysis, including instrument testing, classical assumption testing, hypothesis testing, path analysis, correlation analysis, and the Sobel test using SPSS.
The results of this study indicate that all variables are valid and reliable, the model meets the assumption of normality, there is no multicollinearity, and there is no heteroscedasticity. The relationship between promotion and trust is significant. The relationship between ease of use and trust is significant. The relationship between promotion and purchase decision is not significant. The relationship between ease of use and purchasing decisions shows a significant influence. The relationship between trust and purchasing decisions shows a significant influence.
Keywords: promotion, ease of use, trust and purchasing decisions.