Why Social Media, Price Perception and Trust to Customer Satisfaction Mediated by Purchase Decision on Online Travel Agencies

Internet development makes consumers easy to get information through social media and the emergence of social media for the first time and spread to various countries in the world influence consumer behavior in making purchases. Also social media websites can change people's lifestyles and make consumers spend a lot of time searching for information. To get data, the questionnaire was distributed to visitors at Plaza Semanggi, Jakarta as many as 300 respondents and the data be analyzed with Partial Least Square Structural Equation Modeling (PLS-SEM) with the help of Smart PLS 3 SEM device. The results of the study show there are the influence of social media, brand trust, and price perception to purchase decision. Also there are the influence of social media, brand trust, and price perception to customer satisfaction. Hence, purchase decision partially mediates the relation between price and customer satisfaction, but it does not mediates the relation social media and customer satisfaction as well as the relation trust and customer satisfaction.