THE INFLUENCE OF BRAND TRUST AND E-SERVICE QUALITY ON PURCHASE DECISION IN TRAVELOKA IN 2022

Reni Dian Octaviani, Nasrullah Nasrullah, Syifa Nur Hanin, Michelle Ruth Angelicha

Abstract


This research aims to investigate the influence of Brand Trust and E-Service Quality on Purchase Decisions on the Traveloka platform in 2022. The research employs the SmartPLS tool with the Structural Equation Modeling Partial Least Squares (SEM PLS) analysis technique. Data for this research were collected by distributing questionnaires to 100 randomly selected Traveloka users. The research results indicate that Brand Trust has a positive and significant impact on Purchase Decisions on Traveloka. This suggests that the level of consumer trust in the Traveloka brand can increase their likelihood of making purchases on the platform. Additionally, E-Service Quality also has a positive and significant impact on Purchase Decisions, indicating that the quality of electronic services provided by Traveloka also influences customer purchase decisions.

Keywords


Brand Trust; E-Service Quality; Purchase Decision; Traveloka

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References


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DOI: https://doi.org/10.25292/atlr.v6i0.646

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