| Abstract: | The general objective of this study was to investigate factors affecting the adoption of digital
marketing strategies in case of Ethiopian airlines. Relevant data were collected from customers
using structural questions. The research was conducted using a mixed-methods approach, with
both primary and secondary data sources being utilized. Stratified sampling methods were
employed to selected respondents. The questionnaire was filled out by 254 respondents. Multiple
linear regression and correlation analyzes were used to analyze data. The coefficient of multiple
determinations (R2) was 0.739 and adjusted R2 value also was 0.736. This means that 73.9% of
the variation in the dependent variables is explained by the explanatory variables included in the
model. This means that the impacts of all independent variables were the outcomes of the digital
marketing. The source of regression analyses indicates that perceived usefulness caused a
statically significant positive effect on digital marketing adoption of perceived usefulness factors
(B=0.76, p<0.05), followed by infrastructure factor, (B=0.518, p<0.05), and perceived trust
factor (B=0.146, p<0.05). Moreover, security factor negatively affected the adoption of digital
marketing practices of the Ethiopian airline (B=0.518, p<0.05). Therefore, it is recommended
that the Perceived usefulness factor a colossal impact to practice e-ticketing system. Therefore, it
is recommended that the EAL should make the system easy to use and provide additional
features in its website for its passengers, such as chat room and e-mail address. |
