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All Journal Jurnal Bali Membangun Bali
Suputra, Ida Bagus Putu Kawibhawa
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Effectiveness of Localization and Brand Equity: The Case of Agoda in the Indonesian Domestic Travel Market Suputra, Ida Bagus Putu Kawibhawa; Oka, I Made Darma; Putra, Made Satria Pramanda; Ernawati, Made; Sudarmini, Ni Made
Bali Membangun Bali: Jurnal Bappeda Litbang Vol 6 No 3 (2025): Desember 2025
Publisher : Badan Riset dan Inovasi Daerah Provinsi Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51172/jbmb.v6i3.480

Abstract

Purpose: This study aims to assess how Agoda's localization strategies enhance brand equity among Indonesian domestic travelers, identifying which localization elements (linguistic, cultural, and technical) most effectively strengthen consumer perception and brand engagement. Research Methods: A mixed-method approach was used combining quantitative analysis from 177 questionnaire respondents with qualitative insights from interviews and FGDs. Findings: Cultural localization had the strongest impact on brand equity, followed by linguistic localization, and technical localization. Respondents perceived localized features as more trustworthy, relevant, and easier to use. Brand equity outcomes such as brand recall, recognition, and association were significantly influenced by these elements. Implication: Multinational OTAs must go beyond translation to achieve brand relevance through cultural sensitivity, linguistic familiarity, and local technology integration.
Co-Authors Ernawati, Made I Made Darma Oka, I Made Darma Putra, Made Satria Pramanda Sudarmini, Ni Made