Main Article Content
Abstract
The purpose of this study is to determine the influence of digital marketing strategies, to determine the influence of customer satisfaction on the decision to purchase Citilink airline tickets at Zainuddin Abdul Madjid Lombok International Airport. This research was conducted on August 5 - October 5, 2024, at Zainuddin Abdul Madjid International Airport, Lombok. The research was conducted during field work practice (PKL) and continued after the field work practice (PKL) was completed. This research was conducted by covering passenger data obtained from company documents and questionnaires. Based on the T count conducted using SPSS, the T count test result is 4.477, which is greater than the T table value of 1.984 and a significant value of 0.000, which means that the digital marketing strategy has a positive and significant effect on ticket purchasing decisions. The results of the T-test conducted using SPSS showed that the T-value was 15.981, which was greater than the T-table value of 1.984 and a significant value of 0.000, which means that customer satisfaction has a positive and significant effect on ticket purchasing decisions. And the results of the f-test of statistical calculations show a significant P-value of 0.000 <0.05, so the third hypothesis states that digital marketing strategies and customer satisfaction have a significant effect on ticket purchasing decisions.