The Influence of Brand Image and Trust on the Decision to Use Services at PT Angkasa Tour & Travel
Abstract
This study aims to explain the variable brand image and consumer trust that affects purchase decisions (decisions to use the service) at PT. Angkasa Tour and Travel, Jakartal. This type of research in this study includes causal research, which is research finding and describing the relationship (cause and effect). The population of Instagram followers of PT Angkasa Tour and Travel (@angkasatour.id). This study used a type of quantitative research using the method of causality. The data collection method used was using a questionnaire. This sampling in this study was conducted using purposive sampling technique so that the sample of 110 respondents was obtained. The method of data analysis used the multiple linear regression using SPSS version 26. The results of the research were conducted using multiple linear regression tests. The results show that partially the two independent variables of this study (brand image=X1) and consumer trust=X2), each variable (brand image=X1) is a significant positive effect on the decision to use the service (Y) and the variable (consumer trust= The findings of this research can serve as a foundation for understanding the brand image and customer trust associated with PT Angkasa Tour & Travel. This understanding may inform the company's strategies aimed at enhancing sales by improving decision-making regarding the use of its services.
Keywords
Full Text:
PDFReferences
Adyansyah, T. “Analisis Pengaruh Kepercayaan Terhadap Keputusan Pelanggan Menggunakan Produk IM3 Dikalangan Masyarakat Kota Lhokseumawe.” Jurnal Ekonomi Manajemen & Bisnis 20, no. 1 (2019).
Alharthey, Bandar Khalaf. “Impact of Service Quality on Customer Trust, Purchase Intention and Store Loyalty, with Mediating Role of Customers’ Satisfaction on Customer Trust and Purchase Intention: Study of Grocery Shopping.” British Journal of Marketing Studies 7, no. 2 (2019): 40–61.
Armstrong, G., and P. Kotler. Marketing: An Introduction. United States: Pearson Education Limited, 2016.
Barnes, James. Secrets of Customer Relationship Management. Yogyakarta: Andi, 2003.
Djan, I., and S.R. Adawiyyah. “The Effect of Convenience and Trust to Purchase Decision and Its Impact to Customer Satisfaction.” International Journal of Business and Economics Research 9, no. 4 (2020): 263–69.
Edyansyah, T. “Analisis Pengaruh Kepercayaan Terhadap Keputusan Pelanggan Menggunakan Produk IM3 Dikalangan Masyarakat Kota Lhokseumawe.” Jurnal Ekonomi Manajemen & Bisnis 20, no. 1 (2019): 1–11.
Fakhrudin, A., K. Yudianto, and Y.S. Melly. “Faktor-Faktor yang Mempengaruhi Keputusan Penumpang.” Forum Ekonomi 24, no. 1 (2022): 235–44.
Kim, Seo Yeon, Jong Uk Kim, and Sang Cheol Park. “The Effects of Perceived Value, Website Trust and Hotel Trust on Online Hotel Booking Intention.” Sustainability 9, no. 2 (2017): 1–14.
Kotler, P., and G. Armstrong. Principles of Marketing. New Jersey: Pearson Prentice Hall, 2014.
———. Principles of Marketing. New Jersey: Pearson Education, Inc, 2018.
Kotler, Philip, and Kevin Lane Keller. Manajemen Pemasaran. Edisi 14. Jakarta: Erlangga, 2016.
Miati, I. “Pengaruh Citra Merek (Brand Image) Terhadap Keputusan Pembelian Kerudung Deenay (Studi pada Konsumen Gea Fashion Banjar.” Jurnal Abiwara 1, no. 2 (2020): 71–83.
Petriella, Y. “Marak Penipuan Open Trip, Pengusaha Pariwisata Minta Kejelasan Aturan,” 2022. https://ekonomi.bisnis.com/read/20180725/12/820639/marak-penipuan-open-trip-pengusaha-pariwisata-minta-kejelasan-aturan.
Prihatini, D.N., and L.A. Hidayati. “Pengaruh Kepercayaan, Kemudahan, Harga dan Kualitas Pelayanan Terhadap Keputusan Penggunaan Transportasi Online (Studi Kasus pada Pengguna Go-Ride dalam Aplikasi Gojek di Kota Magelang.” In Prosiding 2nd Business and Economics Conference in Utilizing of Modern Technology, 2019.
Sekaran, Uma, and Roger Bougie. Research Methods for Business: A Skill Building Approach. United Kingdom: John Wiley & Sons, 2016.
Sugiyono. Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta, 2018.
Taris, N., and D.A. Rusiana. “Wisatawan Asal Jakarta Ditipu Agen Tour and Travel Labuan Bajo hingga Rp. 466,3 Juta, Pelaku Diduga Buronan,” 2022. https://regional.kompas.com/read/2022/05/01/162932278/wisatawan-asal-jakarta-ditipu-agen-travel-labuan-bajo-hingga-rp463-juta?page=all.
Uilenberg, Astrid. “Willingness to Disclose Personal Information When Shopping Online: A Comparison Between Consumers from the Netherlands, Germany, and Indonesia.” Master’s thesis, University of Twente, 2015.
DOI: http://dx.doi.org/10.35931/aq.v19i3.5009
Refbacks
- There are currently no refbacks.
Copyright (c) 2025 Yusuf Hermawanto, Nur Hayati
This work is licensed under a Creative Commons Attribution 4.0 International License.
Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan
index by:
Publish by:
Sekolah Tinggi Ilmu Al-Qur'an Amuntai
Contact us:
Address: Jl. Rakha Pakapuran, Amuntai Utara
Kabupaten : Hulu Sungai Utara
Kode Pos : 71471
Provinsi : Kalimantan Selatan
Telephone : 085251613000
Email: hafizhihusinsungkar@gmail.com
This work is licensed under a Creative Commons Attribution 4.0 International License