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Ramdanni, Medi
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Astronomy Environmental Science Law, Crime, Criminology & Criminal Justice Library & Information Science Physics

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Pengaruh Brand Awareness dan Brand Loyalty Terhadap Keputusan Pemilihan Konsumen Agen Tour & Travel Ramdanni, Medi; Sirait, Tongam
Jurnal sosial dan sains Vol. 5 No. 7 (2025): Jurnal Sosial dan Sains
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/jurnalsosains.v5i7.32346

Abstract

This study aims to analyze the influence of Brand Awareness and Brand Loyalty on consumer decision-making in choosing international travel services at Aya Tour & Travel. This research uses a quantitative method with data collection through questionnaires distributed to 121 respondents who have experience or intention to use the service. The analysis results show that Brand Awareness has a positive and significant effect on the Decision-Making process, where consumers with high brand awareness of Aya Tour & Travel are more confident and motivated to choose the service. Brand Loyalty also has a positive and significant impact on the Decision-Making process, with consumers who are loyal to the brand more likely to make repeat selections or recommend Aya Tour & Travel to others. Simultaneously, both Brand Awareness and Brand Loyalty positively and significantly affect Decision-Making, where these two variables complement each other and contribute to influencing consumer decisions. These findings provide valuable insights for Aya Tour & Travel's management in formulating more effective marketing strategies based on brand awareness and loyalty.
Co-Authors Sirait, Tongam