THE IMPACT OF SECURITY, BRAND NAME, WORD OF MOUTH, GOOD ONLINE EXPERIENCE AND QUALITY OF INFORMATION TOWARD BRAND COMMITMENT THROUGH BRAND TRUST TRAVELOKA.COM - Teresa Angelica Winatali; Felicia Felicia; Fransisca Andreani (Jurnal Hospitality dan Manajemen Jasa, 2018)
Abstrak - Meningkatnya jumlah pengguna internet memberikan dampak positif bagi perusahaan atau bisnis-bisnis yang menggunakan fasilitas internet. Di Indonesia, peluang dalam bidang ini diambil oleh salah satu Online Travel Agent (OTA), yaitu traveloka.com. Penelitian ini bertujuan untuk mengetahui pengaruh security, brand name, word of mouth, good online experience, dan quality of information terhadap komitmen merek, dengan menggunakan kepercayaan merek sebagai variabel mediasi terhadap traveloka.com. Penelitian ini menggunakan metode survei terhadap 200 konsumen traveloka.com. Hasil penelitian menunjukkan bahwa brand name dan word of mouth tidak berpengaruh signifikan terhadap kepercayaan merek. Akan tetapi security, good online experience, dan quality of information berpengaruh signifikan terhadap kepercayaan merek, dan kepercayaan merek berpengaruh signifikan terhadap komitmen merek.Kata kunci: Security, Brand Name, Word of Mouth, Good Online Experience, Quality of Information, Kepercayaan Merek dan Komitmen MerekAbstract - The increasing of internet users gives advantage for companies or businesses using internet facilities. In Indonesia, Online Travel Agent (OTA) like traveloka.com, grabs this opportunity. This research aimed to determine the impact of security, brand name, word of mouth, good online experience, and the quality of information toward brand commitment, by using brand trust as the mediator on traveloka.com. This research used survey method on 200 consumers of traveloka.com. The results show that brand name and word of mouth have no significant influence on brand trust. But security, good online experience, and quality of information, have a significant influence on brand trust, and brand trust has a significant influence on brand commitment.Keywords: Security, Brand Name, Word of Mouth, Good Online Experience, Quality of Information, Brand Trust and Brand Commitment