Özet:

Turkey is among the countries that German tourists travel to the most for years. The ease of entering the country without a visa or even with an identity card has increased the interest in the country and increased the frequency of travel. This situation has been noticed by airline companies and has increased the intense interest in the German market. In today's fiercely competitive market, airlines have to explore all possible ways and tactics that can attract customers and differentiate them from other competitors in the market. For this reason, being able to make a difference in matters such as service quality, price and various marketing activities constitutes an important issue. The online travel market has increased in recent years, online shopping has become widespread, and the influence of airline companies on their online channels has increased considerably. For this reason, the aim of the research is to reveal the effects of airline companies' digital marketing, price and service quality factors on the ticket purchase decision of the passengers. A survey was conducted on 382 passengers traveling between Germany and Turkey at Antalya International Terminal between May 2021 and March 2022. According to the logistic regression analysis results, it was determined that the variables of price and service quality had an effect on the ticket purchase decision of the passengers. However, it has been observed that digital marketing does not have a significant effect on the purchase decision. In addition, it was concluded that there is a strong relationship between "price and service quality" and "purchase decision" variables, and an increase in price and service quality variables increases the probability of making a decision. At the conclusion of the investigation, suggestions were made in light of the findings.

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