International Journal of Communication and Society
Vol 6, No 1 (2024): June 2024

Antecedent of consumer purchase decisions on pegipegi.com

Suardhika, I Nengah (Unknown)
Rihayana, I Gede (Unknown)
Wirangjani, Ida Ayu Putu (Unknown)

Article Info

Publish Date
18 Jul 2024

Abstract

Technology advances have created a map of competition in the Online Travel Agent (OTA) service provider industry in Indonesia. Pegipegi.com as an online service provider is one of the competitors whose sales fluctuate from year to year. In this study used 97 respondents with data analysis using Smart PLS 3.0. examination the research conducted revealed that brand trust had a significant positive impact on purchasing decisions, then experiential marketing also had a significant positive impact on purchasing decisions and so does e-promotion variables which had a significant positive effect on purchases decisions.

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Journal Info
International Journal of Communication and Society
Website

Abbrev

ijcs

Publisher

Association for Scientific Computing Electronics and Engineering

Subject

Languange, Linguistic, Communication & Media Social Sciences

Description

The International Journal of Communication and Society is an interdisciplinary journal that, while centered in communication, is open and welcoming to contributions from the many disciplines and approaches that meet at the crossroads that is communication study. The spectrum of topics include but ...