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All Journal Jurnal Manajemen Sains dan Organisasi (JMSO) Jurnal Bisnis Mahasiswa
Augusteyn, Yandri Samuel
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences Other

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AI Service Quality and Brand Image in Shaping Gen Z’s Purchase Intention on Traveloka: The Mediating Role of Customer Engagement Karepsina, Dandi; Augusteyn, Yandri Samuel; Sobeukum, Sardina
Jurnal Manajemen Sains dan Organisasi Vol. 7 No. 1 (2026): Jurnal Manajemen Sains dan Organisasi
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Palangka Raya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52300/jmso.v7i1.25404

Abstract

Objective – This study aims to analyze the influence of AI Service Quality and Brand Image on Generation Z’s Purchase Intention on the Traveloka platform, with Customer Engagement as the mediating variable. Design/Methodology/Approach – The study employs a quantitative approach using an explanatory method. Data were collected via an online questionnaire administered to 370 Generation Z respondents in Surabaya using purposive sampling. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) via the SmartPLS 4 software. Findings – The results indicate that AI Service Quality does not have a direct effect on Purchase Intention but exerts a very strong influence on Customer Engagement. Brand Image was found to have a significant effect on both Purchase Intention and Customer Engagement. Furthermore, Customer Engagement has a significant positive effect on Purchase Intention and acts as a full mediator in the relationship between AI Service Quality and Purchase Intention, as well as a partial mediator in the relationship between Brand Image and Purchase Intention. Implications – These findings confirm that the effectiveness of AI is determined not only by technical capabilities but also by its ability to foster emotional engagement. Practically, companies need to integrate technological quality with a relational approach to enhance user loyalty and purchase intention.
The effect of brand value proposition and product positioning on purchase intention of Traveloka users in Indonesia Sobeukum, Sardina; Augusteyn, Yandri Samuel; Elo, Merlin Kristen Ratu
Jurnal Bisnis Mahasiswa Vol 6 No 2 (2026): Jurnal Bisnis Mahasiswa
Publisher : PT Aksara Indo Rajawali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60036/jbm.1101

Abstract

Purpose – This study aims to analyze and explain the influence of Brand Value Proposition and Product Positioning on the Product Positioning of Traveloka app users in Indonesia. Design/methodology/approach – This study employs a quantitative survey approach. Data were collected via an online questionnaire from 100 respondents using non-probability sampling techniques. The data analysis technique used was multiple linear regression to test the relationships among the study variables. Findings – The results indicate that both Brand Value Proposition and Product Positioning have a significant and positive influence on users' Product Positioning. These findings indicate that strengthening brand value and the accuracy of Product Positioning in consumers' minds effectively drives Product Positioning on digital platforms. Research limitations – The limitations of this study lie in the small sample size and its focus on Indonesia alone; therefore, generalizing the results to a global context requires caution. Implications – In practical terms, Traveloka's management needs to continue refining its marketing communication strategies to highlight the uniqueness of its services and strengthen its market position. Theoretically, this study contributes to the literature on consumer behavior in the digital economy. Originality – This paper offers new insights by integrating value proposition and Product Positioning variables into a single empirical model within the dynamic online travel agency (OTA) industry in Indonesia.
Co-Authors Elo, Merlin Kristen Ratu Karepsina, Dandi Sobeukum, Sardina