Rahmawati, Kurnia and Munawaroh, Munawaroh (2017) Analysis of Brand Equity Effect on Purchase Intention in Online Travel Booking Website, Study Case: Tiket.com. Bachelor thesis, Swiss German University.

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Abstract

"The competition between online travel booking websites is getting tougher. Brand equity is an important factor need to be considered in acompetitive market, which will lead to purchase intention. Tiket.com as the pioneer local online travel booking website in Indonesia has been awarded as “TOP BRAND” in 2015 and 2016. However, Marketing Magazine, the media which published the award also released the top brand index score which shows that Tiket.com hasscore that falls far behind its competitor. The purpose of this study is to determinewhether brand equity has significant effect towards purchase intentionin Tiket.com or not. The independent variables are brand equity dimensions such as brand awareness, brand association, perceived quality, and brand loyalty. Meanwhile, the dependent variable is purchase intention. This research is quantitative research with the type of study causal explanatory. The research uses questionnaire to collect the data. The sample taken was the total of 125 customers of Tiket.com as the respondents using non-probability judgment. Multiple linear regression performed with SPSS version 23 to analyze the data. The result shows that all the hypothesis are accepted except for brand awareness. Brand loyalty has the highest effect towards purchase intention, sequentially followed by perceived quality, brand association, and insignificantly brand awareness.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Brand Equity ; Brand Awareness ; Perceived Quality ; Brand Loyalty ; Purchase Intention
Subjects:	T Technology > TX Home economics > TX901 Hospitality industry
Divisions:	Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User:	Adityatama Ratangga
Date Deposited:	15 May 2020 02:47
Last Modified:	15 May 2020 02:47
URI:	http://repository.sgu.ac.id/id/eprint/207

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