Citra Merek, Harga, Dan Kepercayaan Sebagai Prediktor Niat Pembelian Tiket Melalui Platform Digital
DOI:
https://doi.org/10.61912/jeinsa.v4i2.199Kata Kunci:
Brand image, Price, Trust, Purchase intention, Online ticket, SEM-PLSAbstrak
Abstrak
Penelitian ini bertujuan untuk menganalisis pengaruh citra merek, harga, dan kepercayaan terhadap niat konsumen dalam membeli tiket secara online. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik analisis SEM-PLS. Data dikumpulkan dari 280 responden di Kota Tarakan yang dipilih menggunakan purposive sampling. Instrumen penelitian berupa kuesioner dengan skala Likert tujuh poin, kemudian dianalisis menggunakan perangkat lunak SmartPLS 3.0. Hasil penelitian menunjukkan bahwa citra merek memiliki pengaruh signifikan terhadap persepsi harga dan kepercayaan konsumen. Selanjutnya, harga dan kepercayaan terbukti memberikan pengaruh positif terhadap niat pembelian tiket online. Dengan demikian, citra merek tidak hanya membentuk persepsi konsumen terhadap harga, tetapi juga meningkatkan tingkat kepercayaan mereka. Sementara itu, kepercayaan yang kuat dan harga yang sesuai mampu mendorong konsumen untuk mengambil keputusan pembelian. Temuan ini menegaskan bahwa citra merek dan kepercayaan merupakan elemen kunci dalam strategi pemasaran bagi penyedia tiket daring.
Kata kunci: Citra merek, Harga, Kepercayaan, Niat beli, Tiket Online, SEM-PLS
Referensi
DAFTAR PUSTAKA
Achim, N., Mohamed, D. B., Miji, S. C., Zuraini, N. N. A., Idil, M. I. R., Hilmen, A. J. L., & Anuar, A. F. (2024). Trust, Social Influence and Perceived Usefulness: Examining Online Purchase Intentions among Gen Z . Information Management and Business Review, 16(1(I)S SE-Research Paper). https://doi.org/10.22610/imbr.v16i1(I)S.3748
Cheng, P., & Zhang, C. (2023). Show me insides: Investigating the influences of product exploded view on consumers’ mental imagery, comprehension, attitude, and purchase intention. Journal of Retailing and Consumer Services, 70, 103168. https://doi.org/https://doi.org/10.1016/j.jretconser.2022.103168
Juliet, J. (2020). PENGARUH CITRA MEREK, KUALITAS LAYANAN, PROMOSI DAN HARGA TERHADAP MINAT BELI KEMBALI JASA ANTAR OJEK ONLINE MEREK GRAB-BIKE DI JAKARTA PUSAT. Jurnal Ekonomi Perusahaan, 27(1 SE-Research Articles). https://doi.org/10.46806/jep.v27i1.702
Meilia Marka, M., & Noor, S. (2023). Journal of Applied Management Research Gen-Z Consumer Behavior: What Factors Affecting Repurchase Intention of Online Ticket Reservation? Journal of Applied Management Research, 3(1), 26–32. http://jurnal.usahid.ac.id/index.php/jamr
Nopera, T., Putri, D., & Hasibuan, A. (2024). The Influence of Brand Image, Price Perception, and Local Wisdom-Based Promotional on Buyer’s Decision. UPI YPTK Journal of Business and Economics, 9, 29–36. https://doi.org/10.35134/jbe.v9i3.286
Prabowo, H., Kurniawan, B., Sutrisno, S., Gultom, H. C., & Pratiwi, R. (2023). Purchasing Decisions in Terms of Perceived Quality, Perceived Price and Digital Marketing Through Brand Image in Non-Star Hotels. International Journal of Professional Business Review, 8(8 SE-Articles), e02865. https://doi.org/10.26668/businessreview/2023.v8i8.2865
R. Nur Budi Setiawan, Andika, Danang Wahyudi, & Ela Deliani. (2023). The Power of Trust: Exploring Its Contribution to E-commerce Purchase Decisions. International Journal of Economics (IJEC), 2(1 SE-Articles), 120–134. https://doi.org/10.55299/ijec.v2i1.423
Sutisna, S., Saefullah, M., & Juwita, J. (2023). Service Quality and Trust as Predictors of Online Purchasing Decisions Mediated by Perceived Risk. Journal of Consumer Sciences, 8(2 SE-Articles), 187–203. https://doi.org/10.29244/jcs.8.2.187-203
Tam, Carlos, Pereira, Francisca Caetano, & Oliveira, Tiago. (2022). What influences the purchase intention of online travel consumers? Tourism and Hospitality Research, 24(2), 304–320. https://doi.org/10.1177/14673584221126468
Wahyuni, R. I., & Purwanto, N. (2023). The Impact Of Tiket.Com Website Quality And E-Trust On Concert Ticket Purchasing Decision. Indonesian Journal of Law and Economics Review, 18(3 SE-Marketing Management). https://doi.org/10.21070/ijler.v18i3.944
Wang, T., & Tian, M. (2023). Exploring consumer perceived risk and purchase intention of water-saving appliances: A moderated dual-mediation model. Frontiers in Psychology, 13(January), 1–15. https://doi.org/10.3389/fpsyg.2022.1099897
##submission.downloads##
Diterbitkan
Cara Mengutip
Terbitan
Bagian
Lisensi
All writing in this journal is the sole responsibility of the author. Jeinsa provides open access to anyone so that the information and findings in these articles are useful for everyone. Jeinsa can be accessed and downloaded for free, free of charge, following the 
Jeinsa : Jurnal Ekonomi Sidenreng Rappang is licensed under a Creative Commons Attribution 4.0 International License.
