The antecedents of repurchase intention at user online travel agents in Indonesia mediated by brand image

Ratih Devita Permatasari, Fatchur Rohman and Sri Palupi Prabandari
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Ratih Devita Permatasari: Univesity of Brawijaya
Fatchur Rohman: Univesity of Brawijaya
Sri Palupi Prabandari: Univesity of Brawijaya

International Journal of Research in Business and Social Science (2147-4478), 2022, vol. 11, issue 9, 67-76

Abstract: This study examines the relationship between the perception of booking website quality, sales promotion, brand image, and repurchase intentions among local online Travel Agent Users, namely Traveloka, Tiket.com, and Pegipegi. The population in this study is consumers in big cities in Indonesia. This research is explanatory research with a quantitative approach which collects data by distributing questionnaires to 200 respondents. Data analysis used partial least squares (SEM-PLS). The results showed that the perception of booking website quality and sales promotion significantly affected repurchase intention. Likewise, a brand image had a significant effect on repurchase intention. The results of this study also show that brand image partially mediates the effect of the perception of booking website quality and sales promotion on repurchase intention. The results of this study suggest that online travel agency companies can improve the quality of the web provided and continue to innovate in providing various services and promotions. By improving the company's brand image, it will be capable of influencing users' personality to continue to have the repurchase intention. Key Words:Website Quality, Sales Promotion, Repurchase Intention, Brand Image, Online Travel Agent

Date: 2022
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