| Garuda Indonesia Airlines is a full service airline, the airline has an online distribution channel or through e-commerce using website and mobile application. Ticket purchases on this distribution were recorded less than other distribution channels. Therefore, a research was conducted to find out the factors that influence the purchase decision of Garuda Indonesia airline tickets through e-commerce, so that strategies can be used to increase ticket purchases for Garuda Indonesia’s airline e-commerce and the development of models using the Structural Equation Modelling (SEM) method with AMOS software to determine the factors that most influence the purchase decision using e-commerce. In this study two variables were used, namely Brand Equity and E-Service Quality. The results obtained are variable brand equity and e-service quality directly affecting the buying decision. Measuring variables developed using fishbone diagrams to increase purchases of Garuda Indonesia e-commerce are Ease of use, System Avaibility, and Website Design. |