Sarah Aristiana Primary Author MR. Ramdhani Primary Author Basri Fahriza Primary Author Salahudin Rafi Primary Author Prasdja Ricardianto Primary Author

This study aims to find out the biggest factors determine consumers to continue purchased AirAsia tickets through AirAsia's official website and mobile application. The researchers used multiple linear regression methodology approach to examine construction and relationships within the framework. The results provides a better understanding of the factors attract tourists to get a cost-effective distribution network in buying the tickets. The factors are Airline Reputation, Website Quality, Passenger Trust, Price Perception and Website Usability Benefits. The results of the analysis shows that three of five-factor has a positive effect on online purchase behaviour which are Web Quality, Airline Reputation and Price Perception.