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All Journal Nusantara Hasana Journal JURNAL BISNIS ADMINISTRASI DAN MANAJEMEN
Eny Sulistyowati
Sekolah Tinggi Ilmu Ekonomi Isti Ekatana Upaweda Yogyakarta
Agriculture, Biological Sciences & Forestry Humanities Economics, Econometrics & Finance Education Medicine & Pharmacology Nursing Transportation

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Brand Image, e-WOM, Brand Trust, dan E-Service Quality terhadap Keputusan Pembelian Tiket Melalui Traveloka Larasati Prastyoningrum; Eny Sulistyowati
Jurnal Bisnis Administrasi dan Manajemen Vol. 19 No. 1 (2026): ALBAMA : Jurnal Bisnis Administrasi dan Manajemen
Publisher : LPPM Akademi Manajemen Administrasi Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56606/albama.v19i1.419

Abstract

This research was conducted to examine the influence of brand image, e-WOM, brand trust, and e-service quality on ticket purchasing decisions among Traveloka consumers. A quantitative approach was applied using primary data gathered from 150 respondents collected through a purposive sampling technique. The data were gathered through Google Forms and analyzed using multiple linear regression techniques. The existing findings reveal that brand image, e-WOM, and brand trust positively and significantly affect purchasing decisions, while e-service quality does not show a significant influence. The research model is able to explain 67,5% of purchasing decisions. These findings emphasize the need to strengthen brand image, manage online reviews, and build consumer trust in shaping consumer behavior on digital platforms. This study also provides practical insights for Online Travel Agent (OTA) companies in developing increasingly effective digital marketing strategies.
MAPPING DIGITAL TRANSFORMATION IN RURAL BANKING, A KOTTER BASED ROADMAP OF PT BPR Asih Endah Subandiyah; Andri Purnamawati; Eny Sulistyowati
Nusantara Hasana Journal Vol. 5 No. 8 (2026): Nusantara Hasana Journal, January 2026
Publisher : Yayasan Nusantara Hasana Berdikari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59003/nhj.v5i8.1846

Abstract

This study examines the strategic digital transformation of PT BPR BDE over a five-year period (2020–2024) through a structured roadmap analysis aligned with Kotter’s 8-Step Change Model. Positioned within the context of rural banking in Indonesia, the research utilizes content analysis of institutional documents, promotional materials, and regulatory frameworks to map organizational change year-by-year. Findings reveal that transformation is not solely driven by technological deployment, but by internal readiness, leadership commitment, communicative strategies, and regulatory compliance. The integration of Kotter’s framework with behavioral adoption theory (UTAUT2) and qualitative content interpretation (Krippendorff) offers a robust methodological model for evaluating digitalization in microfinance settings. PT BPR BDE’s approach demonstrates how strategic alignment and digital storytelling can institutionalize cultural change and enhance stakeholder engagement. This study contributes both theoretically and practically to strategic change management discourse in resource-constrained financial institutions.
Co-Authors Andri Purnamawati Asih Endah Subandiyah Larasati Prastyoningrum