Pengaruh Brand Awareness, Electronic-Word of Mouth, dan Perceived Risk terhadap Keputusan Pembelian pada Konsumen Traveloka (Studi pada Pengguna Traveloka di Kota Semarang)

Abstract

Traveloka is an Indonesian company engaged in the field of Online Travel Agent which has received various awards, one of which is the Most Powerful Indonesia Technology Brand and the Most Innovative Brand. However, according to the Top Brand Index survey in 2018-2020 Traveloka has experienced a decline and there are still negative complaints from consumers regarding Traveloka services. Brand awareness, electronic word of mouth, and perceived risk are suspected as factors that can influence purchasing decisions. This study aims to determine the effect of brand awareness, electronic word of mouth, and perceived risk on Traveloka's purchasing decisions in Semarang City. This type of research is explanatory research with a sampling technique using non-probability sampling techniques and purposive sampling methods. Data collection uses a questionnaire via google form and direct interviews. The sample in the study was 100 Traveloka consumers in Semarang City. The results showed that the brand awareness variable (X₁), the electronic word of mouth variable (X₂) and the perceived risk variable (X₃) simultaneously had a significant and positive effect on the purchase decision variable (Y). Brand awareness variable has the greatest influence on purchasing decisions. The suggestions for Traveloka are to increase promotions so that consumer brand awareness increases, provide services in accordance with what consumers expect in order to give positive reviews, and be able to further improve service quality and reduce system errors so that the risk of service errors is low.

Traveloka merupakan perusahaan Indonesia yang bergerak di bidang Online Travel Agent yang mendapatkan berbagai penghargaan salah satunya yaitu Most Powerful Indonesia Technology Brand dan Most Innovative Brand. Namun, menurut survey Top Brand Index di tahun 2018-2020 Traveloka mengalami penurunan serta masih terdapat keluhan negatif dari konsumen terkait pelayanan Traveloka. Brand awareness, electronic-word of mouth, dan perceived risk diduga sebagai faktor yang dapat mepengaruhi keputusan pembelian. Penelitian ini bertujuan untuk mengetahui pengaruh antara brand awareness, electronic-word of mouth, dan perceived risk terhadap keputusan pembelian Traveloka di Kota Semarang. Tipe penelitian ini adalah explanatory research dengan teknik pengambilan sampel menggunakan teknik non probability sampling dan metode purposive sampling. Pengumpulan data menggunakan kuesioner melalui google form dan wawancara langsung. Sampel pada penelitian berjumlah 100 konsumen Traveloka di Kota Semarang. Hasil penelitian menunjukan bahwa variabel brand awareness(X₁), variabel electronic-word of mouth(X₂) dan variabel perceived risk(X₃) secara simultan berpengaruh signifikan dan positif terhadap variabel keputusan pembelian (Y). Variabel brand awareness memiliki pengaruh paling besar terhadap keputusan pembelian. Adapun saran pada Traveloka untuk meningkatkan promosi agar brand awareness konsumen meningkat, memberikan layanan sesuai dengan yang diharapkan konsumen agar memberikan ulasan positif, serta dapat lebih meningkatkan kualitas layanan dan mengurangi kesalahan sistem agar risiko kesalahan pelayanan rendah.