Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Dinasti International Journal of Digital Business Management
Petan, Fredik Alexander
Unknown Affiliation
Decision Sciences, Operations Research & Management

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Roles of Brand Image, E-Recommendation Label, and Social Influence on Purchase Decision of TransNusa's Air Tickets on Traveloka's Platform: A Mediating Analysis of Trust Petan, Fredik Alexander; Harwani, Yuli
Dinasti International Journal of Digital Business Management Vol. 6 No. 1 (2024): Dinasti International Journal of Digital Business Management (December 2024 - J
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijdbm.v6i1.3903

Abstract

This research aims to find out and analyze the roles of brand image, e-recommendation label, and social influence on purchase decisions of TransNusa air tickets on Traveloka's platform, with trust as a mediating variable. A quantitative approach was employed by an online survey of 150 respondents of TransNusa's passenger who purchase the tickets via Traveloka platform. The collected data was analyzed using Structural Equation Model-Partial Least Square (SEM-PLS). Results indicate that brand image significantly influence purchase decisions. While e-recommendation label insignificantly influences purchase decision. However, social influence does not influence purchase decision. Trust partially mediates the relationships between brand image, e-recommendation label, social influence and purchase decisions. The findings contribute to the understanding of online purchase behavior, emphasizing the crucial role of trust in shaping consumer purchase decisions. This research provides valuable insights for TransNusa airlines seeking to enhance their marketing strategies.
Co-Authors Yuli Harwani, Yuli