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Pengaruh Brand Image dan E-Service Quality Terhadap Keputusan Pembelian Melalui Kepuasan Konsumen Online Travel Agent Tiket.Com
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Online travel agents are increasingly in demand in line with the needs of society in
the digital era who tend to want everything to be done practically. Purchasing decisions taken
by consumers is an important factor in maintaining the existence of the company. This study
aims to discuss how brand image and e-service quality influence consumer purchasing
decisions through consumer satisfaction as an intervening variable at the online travel agent
tiket.com using the Partial Least Square (PLS) research method with a total of 210 respondents.
Based on the results of data processing, it can be concluded that brand image has a positive and
significant influence on consumer satisfaction. E-service quality has a positive and significant
influence on customer satisfaction, the better the quality of online services provided by the
company, the higher the level of customer satisfaction and previous consumer transactions have
an effect on subsequent consumer purchasing decisions, on the brand image variable, namely
ticket reputation ticket.com among the public, in the e-service quality variable, namely the
products offered by tiket.com are incomplete when compared to online travel agents.
Indriyati - Personal Name
Marthaleina Ruminda Sitorus - Personal Name
Fransiska Tarinac - Personal Name
Marthaleina Ruminda Sitorus - Personal Name
Fransiska Tarinac - Personal Name
2407-635x
NONE
electronic file
Indonesia
ITL Trisakti Press
2022
Jakarta
Jurnal Manajemen Bisnis Transportasi dan Logistik – Vol. 8, No. 1, Juni 2022
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