BRAND IMAGE, PRICE, AND TRUST AS PREDICTORS OF TICKET PURCHASE INTENTION ON DIGITAL PLATFORMS

Authors

  • Rusdiansyah Rusdiansyah Prodi Magister Ilmu Manajemen, Fakultas Ekonomi, Universitas Borneo Tarakan
  • Syahran Syahran Prodi Manajemen, Fakultas Ekonomi, Universitas Borneo Tarakan
  • Tinik Sugiati Prodi Manajemen, Fakultas Ekonomi, Universitas Borneo Tarakan
  • Erick Karunia Prodi Manajemen, Fakultas Ekonomi, Universitas Borneo Tarakan
  • Riyans Ardiansyah Prodi Akuntansi, Fakultas Ekonomi, Universitas Borneo Tarakan

DOI:

https://doi.org/10.61912/jeinsa.v4i2.199

Keywords:

Brand image, Price, Trust, Purchase intention, Online ticket, SEM-PLS

Abstract

Abstract

This study aims to analyze the influence of brand image, price, and trust on consumers’ intention to purchase tickets online. A quantitative approach with SEM-PLS was employed, involving 280 respondents in Tarakan City selected through purposive sampling. Data were collected using a seven-point Likert scale questionnaire and analyzed with SmartPLS 3.0. The results show that brand image significantly affects both price perception and consumer trust. Furthermore, price and trust were found to positively influence online purchase intention. Thus, brand image not only shapes consumers’ perception of price but also enhances their level of trust. At the same time, strong trust and reasonable pricing encourage consumers to proceed with purchasing decisions. These findings highlight that brand image and trust are essential elements in marketing strategies for online ticket providers, helping to attract consumers and strengthen their intention to buy.

Keywords: Brand image, Price, Trust, Purchase intention, Online ticket, SEM-PLS

References

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Published

2025-09-08

How to Cite

Rusdiansyah, R., Syahran, S., Sugiati, T. ., Karunia , E. ., & Ardiansyah, R. . (2025). BRAND IMAGE, PRICE, AND TRUST AS PREDICTORS OF TICKET PURCHASE INTENTION ON DIGITAL PLATFORMS. Jurnal Ekonomi Ichsan Sidenreng Rappang, 4(2), 15–25. https://doi.org/10.61912/jeinsa.v4i2.199

Issue

Vol. 4 No. 2 (2025): Hal

Section

Articles

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