PENGARUH CITRA MEREK TERHADAP NIAT PEMBELIAN TIKET PESAWAT SECARA ONLINE PADA KONSUMEN TRAVELOKA.COM DENGAN KEPERCAYAAN SEBAGAI VARIABEL MEDIASI

Delsi Tuttia Rahmi, Ahmad Nizam

Abstract


This study aims to determine the influence of brand image towards the intention of purchasing airline tickets online on the costumers of traveloka.com, with trust as the mediating variable. The samples used in this research were 200 respondents who were users of traveloka.com website in order to purchase a plane ticket online in Banda Aceh. Purposive Sampling was used as sampling technique. The Hierarchical Linear Modeling (HLM) method was used as a method of analysis to determine the influence of the variables involved. The results of this study indicated that brand image significantly influences purchase intentions. In addition, the results showed that the variables of trust partially mediated the influence of brand image on purchase intentions. The better the brand image is given, the higher the consumer confidence is, thus the stronger the customer’s purchase intention would be.

Full Text:

PDF

References


Aghekyan-Simonian, M., S. Forsythe., W. S. Kwon, & V. Chattaraman (2012) The Role of Product Brand Image and Online Store Image On Perceived Risks and Online Purchase Intentions for Apparel. Journal of Retailing and Consumer Services, Vol. 19(3), 325-331

Baron, R. M. & D. A. Kenny (1986) The Moderator-Mediator Variable Distinction In Social Psychological Research: Conceptual, Strategic, and Statistical Considerations. Journal Of Personality And Social Psychology, Vol. 51(6), 1173-1182

Bungin, B (2009) Metodologi Penelitian Kuantitatif. Jakarta: Kencana

Dehghani, M, & M. Tumer (2015) A Research On Effectiveness of Facebook Advertising On Enhancing Purchase Intention of Consumers. Computers in Human Behavior, Vol. 49, 597–600

Fahrian, F., L. B. Hasiola, & A. T. Haryono (2015) Pengaruh Citra Merek, Lokasi, Kepercayaan, dan Kualitas Pelayanan Terhadap Minat Membeli BBM di SPBU Gasindo Mekar Putra Semarang. Jurnal of Management, Vol. 1(1)

Fianto, A. Y. A., D. Hadiwidjojo, S. Aisjah, &Solimun (2014) The Influence of Brand Image on Purchase BehaviourThrough Brand Trust. Business Management and Strategy, Vol. 5(2), 58-76

Haekal, A, & B. Widjajanta (2016) Pengaruh Kepercayaan dan Persepsi Risiko Terhadap Minat Membeli Secara Online Pada Pengunjung Website Classifieds di Indonesia. Journal of Business Management and Enterpreneurship Education, Vol. 1 (1), 181-193

Hair, J., W. Black., B. Babin., R. Anderson, & R. Tatham (2006) Multivariate data analysis (6th ed.). Uppersaddle River, New Jersey.: Pearson Prentice Hall

Idrees, Z., X. Xinping., K. Shafi., L. Hua, & A. Nazeer (2015) Consumer’s Brand Trust and Its Link to Brand Loyalty. American Journal of Business, Economics and Management, Vol. 3(2), 34-39

Kusuma, I. D, & N. Untarini (2014) Pengaruh Pengetahuan Produk Terhadap Niat Beli dengan Sikap Variabel Intervening.Jurnal Ilmu Manajemen, Vol. 2(4), 1573-1583

Lien, C. H., M. J. Wen., L. C. Huang, & K. L. Wu (2015) Online Hotel Booking: The Effects of Brand Image, Price, Trust and Value On Purchase Intentions. Asia Pacific Management Review, Vol. 20, 210-218.

Lin, N. H, & B. S. Lin (2007) The Effect of Brand Image and Product Knowledge on Purchase Intention Moderated by Price Discount. Journal of International Management Studies, 121-132

Lu, L. C., W. P. Chang, &H. H. Chang (2014) Consumer Attitudes Toward Blogger’s Sponsored Recommendations and Purchase Intention: The Effect of Sponsorship Type, Product Type, and Brand Awareness. Computers in Human Behavior, Vol. 34, 258–266

Lu B., W. Fan, & M. Zhou (2016) Social presence, trust, and social commerce purchase intention: An empirical research. Computers in Human Behavior, Vol. 56, 225-237

Malhotra (2003) Riset Penelitian. Jakarta: Gramedia Pustaka Utama

Mendrofa, Y. B (2012) Effect of Product Knowlegde and Brand Imange to Purchase Intention WithHp Laptop Brand Price Discounts as Variable Moderated in Surabaya. Jurnal Ilmiah Mahasiswa Manajemen, Vol. 1(4)

Nasermoadeli, A., K. C. Ling, & F. Maghnati (2013) Evaluating the Impacts of Customer Experience on Purchase Intention. International Journal of Business and Management, Vol. 8(6), 128-138

Prasetya C. H. A., S. Kumadji, &E.Yulianto (2014) Pengaruh Citra Merek, Kualitas Produk Terhadap Kepercayaan Serta Keputusan Pembelian (Survei Pada Pembeli Sepeda Motor Honda Vario Pada PT Sumber Purnama Sakti di Kabupaten Gresik).Jurnal Administrasi Bisnis, Vol. 15(2), 1-6

Rizanata, M. F (2014) Pengaruh Kepercayaan Pelanggan Terhadap Word Of Mouth, Niat Beli, dan Retensi Pelanggan Gerai Indomaret di Surabaya.Jurnal Of Business and Banking, Vol. 4(1), 31-42

Sarboini., M. Adam, &Mahdani (2015) Penilaian Prestasi Kerja dan Promosi Terhadap Motivasi Kerja Serta Dampaknya Pada Kinerja Karyawan Universitas Serambi Mekkah (USM) Aceh. Jurnal Magister Manajemen, Vol. 4(2), 248-257

Sarjono.H,& W. Julianita (2011) SPSS vs LISREL. Jakarta: Salemba Empat

Semuel, H, & A. S. Lianto (2014) Analisis eWOM, Brand Trust, dan Minat Beli Produk Smartphone di Surabaya. Jurnal Manajemen Pemasaran, 8(2), 47-54.

Suharso, P (2010) Metode Analisis Kuantitatif “TEV”. Jakarta: PT Indeks

Sujana, K. C, & N. W. S. Suprapti (2015) Peran Kepercayaan Dalam Memediasi Pengaruh Kualitas Situs terhadap Niat Konsumen Untuk Berbelanja di Situs Zalora. E-Jurnal Manajemen Unud, Vol.5(1), 595-622.

Tariq, M. I., M. R. Nawaz., M. M. Nawaz, & Butt (2013) Customer Perceptions about Branding and Purchase Intention: A Study of FMCG in an Emerging Market. Journal of Basic and Applied Scientific Research, Vol. 3(2), 340-347

Terenggana C. A., H. Supit, & C. W. Utami (2013) Effect of Value, Consumer Trust and Attitudes Towards Intention Buy Environmentally Friendly Air Conditioners Product In South Sumatera. SAVAP International, Vol. 4(3), 323-335

Wardhono, W., A. Hasan, & I. Prasetya (2015) Jenis Promosi Penjualan Manakah yang Paling Mempengaruhi Sikap Konsumen dalam Melakukan Pembelian Barang. Bandung: Universitas Katolik Parahyangan

Wijaya, F. A,& S. Sugiharto (2015) Pengaruh Celebrity Endorsement Terhadap Purchase Intention dengan Brand Image Sebagai Variabel Intervening (Studi Kasus Iklan Produk Perawatan Kecantikan Pond’s). Jurnal Manajemen Pemasaran, Vol. 9(1), 16-22

Wu, P. C. S., G. Y .Y. Yeh, & C. R. Hsiao (2011) The Effect of Store Image and Service Quality on Brand Image and Purchase Intention for Private Label Brands. Australasian Marketing Journal, Vol. 19, 30–39.




DOI: https://doi.org/10.24815/jimen.v2i3.3522

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

 

Tim Redaksi:

Jurusan Manajemen Fakultas Ekonomi dan Bisnis, Universitas Syiah Kuala

Lantai II Gedung Induk

Darussalam, Banda Aceh, 2311

email: jim.manajemen@feb.usk.ac.id

 
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.