Analisis Pengaruh Service Convenience Terhadap Kinerja Tiket Online: Persepsi Mahasiswa Akuntansi Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara

Abstract

This study aims to determine the effect of access convenience, search convenience, evaluation convenience, transaction convenience, possession convenience, and post-purchase convenience on online ticket performance based on the Accounting Students of Universitas Sumatera Utara perception. This is a quantitative study, a cross-sectional and survey approach. The population of this study covers all undergraduate and postgraduate students of the Accounting Study Program Faculty of Economic and Business, Universitas Sumatera Utara. The sample of current study includes 301 students. The data is gathered using an online questionnaire. Result of the study reveal that search convenience, transaction convenience, possession convenience, and post-purchase convenience has a positive and significant effect on online ticket performance. However, access convenience and evaluation convenience has no effect on ticket online performance. This study points out that improving search convenience, transaction convenience, possession convenience, and post-purchase convenience is the best strategy to elevate online ticket performance.