THE EFFECT OF BRAND IMAGE AND BRAND TRUST ON HOTEL BOOKING PURCHASE DECISIONS IN THE AGODA APPLICATION

Muhammad Revandra Wirasakti; Sugeng Purwanto

doi:10.53067/ijomral.v2i6.162

Authors

Muhammad Revandra Wirasakti Universitas Pembangunan Nasional "Veteran" Jawa Timur
Sugeng Purwanto Universitas Pembangunan Nasional "Veteran" Jawa Timur

DOI:

https://doi.org/10.53067/ijomral.v2i6.162

Keywords:

Brand Image, Brand Trust, Purchase Decisions

Abstract

The rapid development of technology and the increasingly diverse market demands drive business growth and innovation to meet market desires. The competitive market environment compels every company to establish consumer image and trust to maintain their presence in society. The study aimed to understand how Brand Image and Brand Trust affected purchasing decisions for hotel bookings on the Agoda Application. The research used a quantitative method involving a sample of 60 respondents, and the distribution of questionnaires was facilitated through Google Forms. The sampling technique used in this research was convenience sampling, with participants who had conducted transactions on the Agoda Application. Both primary and secondary data were used in this study. The research employed Partial Least Squares (PLS) analysis, including validity tests, reliability tests, and hypothesis testing. The research findings indicated that brand image and trust significantly and positively affected purchasing decisions

Downloads

Download data is not yet available.

References

Aditria, D., Digdowiseiso, K., & Nurwulandari, A. (2023). Pengaruh Brand Image, E-wom dan Brand Trust Terhadap Keputusan Pembelian Melalui Minat Beli Sebagai Variabel Mediasi di Hits Burger Antasari Jakarta Selatan.docx. Technomedia Journal, 8(1SP), 30–45. https://doi.org/10.33050/tmj.v8i1SP.2001

Bilgihan, A. (2016). Gen Y customer loyalty in online shopping: An integrated model of trust, user experience, and branding. Computers in Human Behavior, pp. 61, 103–113. https://doi.org/10.1016/j.chb.2016.03.014

BİLGİN, Y. (2018). THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND AWARENESS, BRAND IMAGE AND BRAND LOYALTY. Business & Management Studies: An International Journal, 6(1), 128–148. https://doi.org/10.15295/bmij.v6i1.229

Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255

Fitriyah, Z. (2023). The influence of brand image and brand ambassador on purchasing decisions of Garnier facial soap among university students in Surabaya. COSTING: Journal of Economic, Business, and Accounting, p. 7.

Garut, A. G., & Sugeng, P. (2023). SEIKO : Journal of Management & Business Pengaruh Influencer Marketing dan Brand Image Terhadap Keputusan Pembelian Kacang Dua Kelinci di Kota Surabaya. 6(1), 657–663. file:///C:/Users/Asus/Downloads/4392-12352-2-PB (1).pdf

Ghozali, I. (2016). Desain Penelitian Kuantitatif Dan Kualitatif . Yoga Pratama.

Kala, D., & Chaubey, D. S. (2018). The effect of eWOM communication on brand image and purchase intention towards lifestyle products in India. International Journal of Services, Economics and Management, 9(2), 143. https://doi.org/10.1504/IJSEM.2018.10017351

Kotler, P., & Keller, L. K. (2016). Marketing Management (15th ed.). Pearson Education.

Kusuma, S. S., Wijayanto, A., & Listyorini, S. (2022). Pengaruh Brand Image, Kualitas Produk dan Harga terhadap Keputusan Pembelian pada Merek Uniqlo (Studi pada Konsumen Uniqlo Dp Mall Semarang). Jurnal Ilmu Administrasi Bisnis, 11(4), 807–813. https://doi.org/10.14710/jiab.2022.35892

Muhtarom, A., Syairozi, M. I., & Yonita, H. L. (2022). Analisis Persepsi Harga, Lokasi, Fasilitas, dan Kualitas Pelayanan terhadap Loyalitas Pelanggan Dimediasi Keputusan Pembelian (Studi Kasus pada Umkm Skck (Stasiun Kuliner Canditunggal Kalitengah) Metode Structural Equation Modelling (SEM) - Partial Least. EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi Dan Bisnis, 10(S1). https://doi.org/10.37676/ekombis.v10iS1.2018

Perdana, R. K., Ika, N., Wardhani, K., Manajemen, P. S., Surabaya, K., & Timur, J. (2021). Maker : Jurnal Manajemen KETERTARIKAN KONSUMEN TERHADAP LEE MIN HO SEBAGAI Perusahaan yang bergerak di dalam bidang ritel e-commerce telah tersebar di seluruh negara , salah satunya ialah Lazada . Lazada menawarkan segala jenis kemudahan dalam berbelanja . 7(May), 56–63.

Purba, L., Herman Halim, E., & Widayatsari, A. (2021). Pengaruh Kualitas Pelayanan, Kepercayaan Terhadap Kepuasan Dan Loyalitas Pasien Rawat Jalan di Poliklinik Bedah Saraf RSUD dr. Doris Sylvanus Palangkaraya. Jurnal Ekonomi KIAT, 32(2). https://doi.org/10.25299/kiat.2021.vol32(2).8272

Rahmawati, H., Supriyono, S., & Fitriyah, Z. (2022). Pengaruh Brand Ambassador dan Brand Image Terhadap Keputusan Pembelian Pada E-commerce Blibli. Briliant: Jurnal Riset Dan Konseptual, 7(4), 886. https://doi.org/10.28926/briliant.v7i4.1053

Yonita, T., & Budiono, H. (2020). Pengaruh Ewom Terhadap Brand Image Dan Purchase Intention Produk Innisfree Di Jakarta. Jurnal Manajerial Dan Kewirausahaan, 2(1), 152. https://doi.org/10.24912/jmk.v2i1.7455

Yusra Drei Nugrah, M., & Yahya Arwiyah, M. (2020). PENGARUH BRAND IMAGE DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA WORMHOLE STORE BANDUNG THE INFLUENCE OF BRAND IMAGE AND PRICE ON THE CUNSOMER’S BUYING DECISION OF WORMHOLE STORE BANDUNG 1). E-Proceeding of Management, 7(3), 6223–6240.

Yusuf, I. M., & Purwanto, S. (2023). The Influence of Brand Trust and Brand Image on Brand Loyalty of Sunlight Soap in Sidoarjo Regency. Journal of Social Research, 2(7), 2326–2347. https://doi.org/10.55324/josr.v2i7.1140

Zebuah, A. J. (2018). ANALISIS IDENTITAS MEREK, LOYALITAS MEREK, CITRA MEREK, DAN KEPERCAYAAN MEREK TOYOTA. Jurnal Manajemen Pemasaran, 12(2), 61–68. https://doi.org/10.9744/pemasaran.12.2.61-68