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This study explores in greater depth the effect of online promotions on airline ticket purchasing decisions through e-ticketing applications, emphasizing the mediating role of the digital era. Adopting a quantitative research design, data were collected from 491 respondents who had experience purchasing airline tickets via leading digital platforms such as Traveloka, Tiket.com, Agoda, and Booking.com. Five core online promotional strategies were investigated—discounts and vouchers, email marketing, social media promotions, influencer marketing, and push notifications—each representing distinct digital touchpoints. Partial Least Squares (PLS) analysis was used to test the relationships among variables and to evaluate the mediating effect of the digital era. The results indicate that all five promotional strategies significantly influence purchasing decisions, with influencer marketing and social media promotions emerging as the strongest drivers of consumer behavior. Furthermore, the digital era was shown to enhance consumer trust, accessibility, and engagement, thereby strengthening the impact of online promotions on purchase decisions. These findings highlight the need for airlines and e-ticketing platforms to develop integrated digital marketing strategies that align with evolving consumer behaviors and technological trends. This research contributes to the growing body of literature on digital marketing in the aviation sector and provides practical recommendations for optimizing promotional effectiveness.

Technological advances are advancing rapidly, shopping can be done even without leaving the house. Tiktok is one of the online shopping media with the tiktokshop feature. In the tiktokshop application there is a live streaming that is carried out to review the seller's product. In live streaming, it offers discount vouchers that attract the attention of buyers. Teenagers are very easily tempted by voucher offers. This triggers teenagers to do impulsive buying behavior. In this study it was measured using a likert scale. The research subjects were 100 students of Walisongo State Islamic University Semarang. This research uses probability sampling technique. Research using quantitative methods. Based on the research that has been done, the research results show that the significance value is 0.000 (p <0.05) so, there is an effect of shopping discount vouchers on the live streaming application of the tiktok application on impulsive buying in Walisongo State Islamic University Semarang.