Influence of Website Design toward Purchasing Airline E-Ticket

Hendro Lukman

Tarumanagara University, Jakarta, Indonesia

Keywords: E-ticketing, Website Design, Security, Convenience, Perceived Ease to Use, Perceived Risk, Perceived

Usefulness.

Abstract: In this digital age, many business activities have changed from conventional to more online processes. This

also happens to airline industry. Airplane ticket sales can no longer use paper media as a proof of flight

purchases, but are now more in digital forms, known as electronic tickets or e-tickets. E-ticketing can be

processed when purchases are made online. Online purchases are made through a website. The aim of this

research is to see how the quality of a website can influence e-ticket sales, especially those related to non-

technical factors such as. Security, convenience, perceived ease to use, perceived risk and perceived

usefulness. Samples used 127 respondents. The result of the research is that there are five factors that have a

positive influence on the purchase of e-tickets, moreover, convenience, perceived risk, and perceived

usefulness have significant influence on e-ticket purchases. Thus, it can be concluded that these five aspects,

especially convenience, perceived risk, and perceived usefulness, should be considered most seroiusly by

travel companies or e-ticket agencies in designing the web in order to increase e-ticket sales and corporate

earning

1 INTRODUCTION

Transaction in the digital age at this time is

required to be quicker, more accurate, and of lower

cost. Digitalization occurs because the development

of information systems and techniques is

progressing rapidly. This condition is greatly

supported by the internet, affecting the innovation of

application systems and business models.

Transactions using this communication network are

known as online business. The Internet brings about

changes in business environment (Bandara & Silva,

2016). Currently, online business model is highly

valuable for retail outlets (Liat & Wuan, 2014).

Businesses around the world are now trying to

increase their competitive advantage by focusing on

resources on the virtual bussines' environment (Fazli

et al, 2009).

Two factors that influence online business and

will grow in Indonesia are the number of Internet

users and the growth of airline passengers. The

growth of internet users is supported by the presence

of smart phones and personal computers at

affordable prices in line with technological

developments (Feher & Towell, 2017). Based on

dataog from the Ministry of Communication and

Information, internet users in Indonesia have made

significant progress from 44 million uses in 2010

became 143.4 million in 2017 (Source: Ministry of

Communication & Information)

According to the research by AC Nielson in

2017, online business in Indonesia in 2016

amounted to 145.83 billion US dollars for retail

transactions and 1.68 billion US dollars for e-

commerce as shown in table below:

Table 1: The Internet User 2010=2017

Year

in million

2010

42.0

2011

55.0

2012

63.0

2013

82.0

2014

88.1

2015

110.2

2016

132.7

2017

143.3

Source: Ministry of Telecomunication and Information of

Indonesia

274

Lukman, H.

The Inﬂuence of Website Design toward Purchasing Airline E-Ticket.

DOI: 10.5220/0008439302740280

In Proceedings of the 4th Sriwijaya Economics, Accounting, and Business Conference (SEABC 2018), pages 274-280

ISBN: 978-989-758-387-2

The growth of online business in the field of

travel is supported by the growth of aviation

industry especially for passenger services which is

supported by competitive and transparent prices. The

yearly growth of passengers using airplanes in

Indonesia was significsnt, from 58.4 million people

in 2010 became 1.060 million prople in 2017 that

presented in table below:

Table 2: The Aircraft Passanger 2010-2017 (in million)

Tahun

Dosmestic

International

Total

2010

48.9

9.5

58.4

2011

59.3

10.7

70.0

2012

70.7

11.7

82.4

2013

73.6

13.3

86.9

2014

71.6

13.7

85.3

2015

72.6

13.6

86.2

2016

80.4

14.8

95.2

2017*

89.4

16.6

106.0

Sumber: databoks.katadata.co.id dan *kompas.com

E-ticketing has become a challenge for airline

industries to win the market competition. E-ticketing

involves consumer behavior with cost reduction,

providing communication and support (Fazli et al,

2009). The growth of the Internet also contributes to

changes in operation of travelling business

(Szopiński et al 2015). Transaction of e-ticketing

uses the application of the website. The quality of

website design in general is a critical factor to drive

business online (Fazli et al. 2009).

According to AC Nelsen, the growth of e-

commerce in Indonesia in 2016 about USD 145.85

miillion, however no one e-commerce in travel agent

become Unicorn in Indonesia even tough passanger

of air craft in Indonesia has been showed every

year..

Website design is one of some aspects that may

increase sales of travelling, airline companies, or

travel agents. The aspects studied in this research are

the non-technical aspects of website design that

consist of security, convenience, perceived ease to

use, perceived risk, and perceived usefulness toward

e-ticket purchasing.

2 LITERATURE REVIEW

2.1 E-Ticketing

E-ticketing is a combination of the issuing and

delivery of ticket which is done by electronic

operation without using physical paper (Kiong 2014)

or replacing paper-based air tickets to electronic

ticket images (Sulaiman et al, 2008). Purchasing e-

ticket is made quick and at low cost for both the

company and the customer. And, customers can

compare air fares without administrative costs

(Byambaa& Chang, 2012).

2.2 Website Design

Online business applications for retail companies

are generally using a website. The definition of

website according to The American Heritage

Dictionary of the English Language is “a set of

interconnected webpages, usually including a

homepage, generally located on the same server, and

prepared and maintained as a collection of

information by a person, group, or organization ". In

designing a website, two agents should be

considered: the technical aspect and the non-

technical aspect. The technical aspect is related to

how the system is designed to handle transactions

and administration. The non-technical aspect is the

aspect that has much to do with the human behavior

of the customer perspective (Ansani, 2015). People

generally only care about the internet network in

online business. In fact, the internet is just a medium

to execute transactions. Obviously, the non-technical

aspect has an important role in online business,

especially in retail business (Evanschitzky et al.,

2004 in Szopiński et al, 2015), such as ease of

navigation, customer service and privacy policies

(Reibstein, 2002). Customers can even make

reservation and check in by using their mobile

telephone (Christou & Kassianidis.2010) so that

website design plays an important role to meet

customer needs, and the level of customer

satisfaction that describes the effectiveness of online

services (Ansani, 2015). These non-technical factors

should be adapted in the website. Websites should

be designed with respect to human computer

interaction (HCI) literature (Palmer 2002) and focus

more on the website environment than on general

usage (Kiong et al, 2014). Many studies have shown

a correlation between the application model and the

business outcomes (Dutta et al, 2017).

The Inﬂuence of Website Design toward Purchasing Airline E-Ticket

275

2.3 Technology Acceptance Model

(TAM)

The concept used in system applications related

to human behavior, is the concept of Technology

Acceptance Model (TAM). The model was

developed by Davis (1986), which stated that the

computer system cannot improve performance if the

system is not used. Unfortunately, resistance to the

system was shown by managers and professionals as

users (Davis et al., 1989). Therefore, it is important

to know why they reject or accept a system affected

by beliefs and attitudes of users. This model was

developed from the theory of Reasoned Action

(TRA) found by Fishbein and Ajzen in 1975. TAM

uses two major variables in the development of

technology-based systems, namely "perceived

usefulness", which is defined as the extent to which

a person believes that by using a particular system,

the user will improve their job performance, and

"perceived ease of use" is defined as the level of user

confidence that requires minimum effort when using

new technology (Davis, 1989; Davis, et al., 1989).

This model explains a person's intention in using

technology that is influenced by the perception of

those using the technology. There are two main

construct factors affecting behavior that accept

information technology, namely user's intention

using technology and actual usage (Chau & Lai,

2003). TAM is useful in explaining and

acknowledging user behavior of information systems

applications (Legris et al, 2003), and TAM can be

used to develop a useful model for predicting

customers' acceptance of airline online purchasing

(Motlaq et al, 2012).

2.4 Security

The application in the e-ticket purchasing system

depends on the security of the system. E-tickets must

be as secure as paper tickets. Security issues are the

main reason for customers to buy online (Kaur

(2005) in Nikhashem et al, (2011). Information

security is known as a significant element for widely

believed participants (Younghwa & Kozar., 2006).

Inadequate security mayoccurs in e-ticket

falsification (Puigserver 2012). The website must be

able to secure customers’ personal information, and

they should believe that data will not be used by

third parties (Kiong et al, 2014). Therefore, airline

websites or e-ticketing agents must show

professionalism and reliability to build a positive

perception impact on e-ticketing. Nikhashem et al

(2011) suggested that the safety factor shows a

positive relationship and has a significant influence

on e-ticket purchases. Security is one factors in

online transaction because customers will fill up

persomal and finamcial information to website

operator.

Hypothesis 1 (H1): Security influences to e-ticket

purchase.

2.5 Convenience

Convenience to buy e-tickets through airline

websites or agents becomes a good indicator of the

bad or good of a website. Stimulus of convenience

relates to the risk of purchasing e-ticket (Sulaiman et

al, 2008). Kare-Silver (2001) in Sulaiman et al,

(2008) found that convenience is a fundamental

driver of the Internet usage. Sulaiman et al. (2008)

and Nikhashem et al. (2011) stated that convenience

has a positive direction on the use of e-ticket

purchases. The convience will drive customers use

internet to buy ticketing becaause they fill comfort

when they search and order the the e-ticket via

website.

Hypothesis 2 (H2): Convenience influences to e-

ticket purchase.

2.6 Perceived Ease to Use

Perceived ease to use refers to the level of trust

the customer believes that the website can help

customers in searching for more information with

less effort (Chui et al, 2005). Ease of use includes

ease of ordering, functionality, navigation, and easy

access to information (Reibstein, 2002). Conversely,

if the user finds it difficult to use a website or it is a

complex and confusing website display it makes

purchaser reluctant to use. Similarly, in selling e-

tickets, airlines need to provide the best experience

of way along the customer journey (Florido &

Lázaro, 2016). Customer satisfaction brings

customer loyalty, has positive growth in market

share and can predict market penetration from airline

companies (Yeoh & Chan, 2011). In addition, cost

effectiveness and flexibility are also critical things

that must be considered in the ICT process. Liat et al

(2014) found that perceived ease to use is not

significant in predicting online purchasing

requirements, not in line with Bigne et al (2014),

who found that perceived ease to use has an

influence on customer intention of buying via the

internet. The easy use of website may have a

positive experience in buying e-ticket, so that, factor

of ease to use can increse the usage of online

trnsaction.

SEABC 2018 - 4th Sriwijaya Economics, Accounting, and Business Conference

276

Hypothesis 3 (H3): Perceived ease to use influence

to e-ticket purchase.

2.7 Perceived Risk

Perceived risk is defined as the uncertainty of

possible negative consequences of using a product or

service. Perceived risk is a fundamental concept of

customer behavior that implies the customer

experience before purchasing at the loss rate due to

purchase and use of the product (Cunningham et al,

2004). Perceived risk also occurs in the purchase of

e-ticket. In online transactions, risks can occur due

to the exchange of information using the internet

that can be caused by malfunction or security

problems in communication and information (Fazli

et al, 2009). Customers are reluctant to provide

personal information about their financial status and

credit facilities. In other words, customers are

concerned about personal information that may be

misused by unauthorized parties. To reduce negative

perceptions and attitudes, airline services need to

provide an understanding of the perceived risk

aspect from the customer's perspective in purchasing

e-ticket (Fazli et al, 2009). If perceived risk is

greater on online purchases, the lower the desire of

customers to buy via the internet (Samadi &

Yaghoob, 2009). Customers will prefer to purchase

e-ticket if they are confident with the security of the

payment system (Fazli et al (2009), (Binge et al.

(2009). Samadi & Yaghoob-Nejadi (2009) found

that perceived risk has no effect on e-ticketing. This

is not in line with Cunningham et al (2004) who

stated that the perception of security had a

significant impact on actual purchase intention in

purchasing e-ticket, becuse when the website give a

positive percived risk customers will feel free of

worry about their information they give online

transaction.

Hypothesis 4 (H4) Perceived risk influence to e-

ticket purchase.

2.8 Percieved Usefulness

Perceived usefulness has a direct influence on

buyers concerning the desire to use the internet as a

purchasing mechanism (Renny&Siringoringo,

2013). Davis (1989) and Davis et al. (1989)

identified perceived usefulness as a fundamental

construct to determine the behavioral intention of the

user and to offend the function of the application to

encourage users to adopt it. Davis (1989) concluded

in his study that perceived usefulness has a high

correlation with user acceptance of information

systems. Delafrooz et al. (2011) stated that perceived

usefulness is one area where online traders must

focus on improving customers' attitude towards

online shopping. Binge et al (2010) which stated that

perceived usefulness is not a significant factor in the

purchase intention in buying e-ticket. Contrarary

with Binge et al, Nikhashem et al (2011) found that

perceived usefulness has a significant influence on

the purchase of e-ticket. Perceived usefuless will

influence of website in buying e-ticket because

customers have a perception by using website or

online transaction they feel the website give

efficentcy, effective, quick response and confirmity

schedule of flight.

Hypothesis 5 (H5): Perceived usefulness influences

to e-ticket purchase.

3 RESEARCH METHODOLOGY

The research method in this study is quantitative

research that uses primary data to determine the

effect of independent variables on the independent

variables. The model of this research is shown

below:

The model used in this research is:

Purchasing E-

Ticket

Security

Convinience

Perceived ease to

use

Perceived Risk

Perceived

usefulness

Figure 1: Model Hypothesis

The samples used in this study were obtained by

spreading questionnaires with convenience sampling

method of google form via WhatsApp to certain

people, and they spread back to their acquaintances.

The intended persons are people who have

experience of purchasing e-ticket. The number of

valid samples to process is as many as 127

respondents from 163 data collected. Questions in

the questionnaire used Likert scale with five-point

bipolar response, from very diagrre (1) to very agree

(5). The process data used Partial Lease Square

The Inﬂuence of Website Design toward Purchasing Airline E-Ticket

277

(LPS). The demographics of respondents are as

follows:

Table 3: Demography of Respondents

Gender

18-25 26-35 36-45 >45

Men 32 13 7 3 3

Women 96 61 25 2 7

128 74 32 5 10

Traveling within 1 year

Times <3 4-6 >7

Frequency of travelling 75 47 5

Income and Airplane they use

less 5 5> to 15 15> to 25 25> to 50 more than 50

Respondent 73 40 6 5 3

Full Service Airline 18 8 1 2 1

Low Cost Carrier 55 32 5 3 2

Website they use

Website Airline Agent Travel

Respondent 51 44 32

Income per month (in million rupiah)

Gender

Total

Age

Test the reliability of valid data collected.

Reliability test is seen Cronbachs Alpha and

Reliability Composite. If the alpha of the result are

equal or more than 0,6 or Reliabilty Composite

value inicates equal or more than 0.7, it concluded

that the data will be used is reliable. From collected

valid data, the result of reliability tes as follow:

Table 4: Result of Reliability Test

Variables

Cronbachs

Alpha

Composite

Reliability

R Square

Security

0,733 0,818

Convenience

0,617 0,791

Perceived ease to use

0,788 0,850

Perceived Risk

0,659 0,785

Percieved usefulness

0,796 0,844

Puchasing E-Ticket

0,600 0,762 0,191

All variables have Composite Reliability

equivalent or more than 0.7 or Cronbach Alpha

equivalent or more than 0.6, so it can be conluded

that the data to be used in this research is reliable

Test the discriminat validity of valid data

collected is seen of value of indicator corelation for

the constructs, if the indicator correlation for the

construct is higher than the indicator correlation

value to other constructs, it conclude that the

construct is valid. The result of discreminat validity

after data processed, qll variables have value of

indicator correlation for the construct is higher than

the indicator correlation value with other constructs,

so it can be conluded that the data to be used in this

research is valid

The result of discrimant validity is shown as

follows:

Tabel 5: Latent Correlation

Security Convinience

Perceived Ease

to Use

Perceived Risk

Perceived

Usefulness

Puchasing E-

Ticket

Security

0,856

Convinience

0,424 0,785

Perceived Ease to Use

0,363 0,424 0,888

Perceived Risk

0,306 (0,003) 0,057 0,812

Perceived Usefulness

0,124 0,194 0,241 0,017 0,892

Puchasing E-Ticket

0,211 0,297 0,167 0,301 0,170 0,775

4 RESULTS AND CONCLUSION

4.1 Results

The results of the process on relationship of

security, convenience, perceived ease to use,

perceived risk, and perceived usefulness toward

purchase of e-ticket is in figure 2.

0,149

2,696

0,099

3,242

0,689

Puchasing

E-Ticket

Perceived Risk

Perceived usefulness

Security

Convinience

Perceived ease to

use

Figure 2: Result of Process PLS

While the results of the test of the influence

and hypothesis of this research can be seen below

Tabel 6: Result of Influence Test and Hypothesis

Origin

Sample

(O)

Standard

Error

(STERR)

Statistics

(|O/STE

RR|)

Security –

Purchase e-Ticket

(0,019)

0,127

0,14

Convinience –

Purchase e-ticket

0,280

0,104

2,69

Perceivied ease to

use – Purchase e-

Ticket Perceivied

ease to use –

Purchase e-Ticket

0,012

0,119

0,09

Perceivied Risk –

Purchase e-Ticket

0,305

0,094

3,24

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Percivied

Usefulness

0,110

0,159

0,68

From tables above, the result is aspects of

security, convenience, perceived ease to use,

perceived risk, and perceived usefulness found in

web design have a positive influence on the

purchase of e-ticketing. Furthermore, factor of

convenience, perceived risk, and perceived

usefulness have significant influence at 95%

confidence level. The security factor is the most

significant and the most influential aspect.

4.2 Conclusion

Based on the demographics of respondents, the

most of the respondents are women, income of

respondents are 0-15 million rupiah per month, and

most of them use low cost carrier airline, so it is

very understandable that the perceived risk factor is

very dominant to be considered. In many cases,

customers pay in big amount for air fare by credit

cards or debit cards. It becomes their concerns about

the leaking of their financial information that may be

misused by the Travel Company or hackers. So the

higher perceived risk indicates that this factor

becomes critical in web design, and convenience is

directly proportional to perceived risk. The more

customers feel convenient in using the website, they

consider the risk is small. If the customer feels

convenient in using the website, it can be interpreted

the website gives benefit to customers in purchasing

e-ticket. While the security aspect is not significant,

because of the high perceived risk, then the sense of

security is not so dominant. Meanwhile, perceived

ease to use becomes less dominant because

customers feel convenient and have high perceived

usefulness.

The limitation on this study was in collecting

data that used google form and did the distribution

via WhatsApp. So, the research cannot see directly

whether the respondents filled out the questionnaire

by themselves or other people did it for them. The

other limitation was that most respondents are from

big cities in Java.

It cannot be denied that web design will play an

important role in increasing e-ticket sales. Website

design requires not only appearance, but it should

also be designed with attention to users' attitude and

background, such as easy to navigate, easy to use,

informative and qualified content, cultivating trust,

designed to have customers’ personal affection,

responsive, satisfactory service result, controllable

process, technical adequacy and access, convenient,

and causing a sense of enjoyment, security of

transactions in terms of financial and personal

information. Customers’ satisfaction will increase

the use of the website.

For further research, other variables can be added

such as quality, content of information of website,

and other variables or put enchance the object of

survey not only for e-ticket airplane but also for

train, hotel, local or incound transportation and any

relalted to traveling, so that travel/agent/airline

websites can increase sales e-ticket entire.

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