Abstract
Purchasing decisions on the Traveloka application has experienced a significant decline since the Covid-19 pandemic outbreak. Ticket returns and refunds that occur due to travel restrictions have resulted in a decline in Traveloka's brand image. This study aims to analyze how brand image mediates the effect of perceived ease of use, electronic word of mouth and content marketing towards ticket purchasing decisions on the Traveloka application which was conducted on 130 respondents using the Traveloka application. The research was conducted in June 2021 with data analysis using SmartPLS 3.2.0 software. The results show that perceived ease of use had a negative impact on purchasing decisions, either directly or indirectly through brand image. Electronic word of mouth had a positive impact on purchasing decisions either directly or indirectly through brand image. Content marketing had a negative and significant impact on purchasing decisions, while indirectly through brand image had a positive and significant impact. The role of brand image was very important in increasing the effect of perceived ease of use, electronic word of mouth and content marketing towards purchasing decisions.
Highlights
Indonesia is confronted with many problems related to economic aspects because of Covid-19 pandemic
This study aims to analyze how brand image mediates the effect of perceived ease of use, electronic word of mouth and content marketing towards ticket purchasing decisions on the Traveloka application which was conducted on 130 respondents using the Traveloka application
This study aims to find out on how brand image mediates the effect of perceived ease of use, electronic word of mouth and content marketing towards ticket purchasing decision on the Traveloka application
Summary
Indonesia is confronted with many problems related to economic aspects because of Covid-19 pandemic. The impact of the declining percentage of the economy in Indonesia, one of which is the increase in unemployment and the poor caused by layoffs during the Covid-19 pandemic (Wang et al, 2021). This does not apply to online commerce, which is growing even more during the pandemic. The results of the Daily Social survey in 2018 showed that consumers often use online agents to make their trips easier. They used it to make hotel and transportation reservations. This is due to a decrease in the number of passengers using water, land, and air facilities
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