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PENGARUH BRAND EQUITY, SERVICE QUALITY DAN TRUST TERHADAP KEPUTUSAN PEMBELIAN JASA UMRAH PT. QIBLATAIN AMA TOUR DI KOTA SEMARANG

*Anggi Prasetyo  -  Departemen of Administration Business Universitas Diponegoro, Jl. Prof. Sudarto, SH, Tembalang, Semarang, Indonesia 50275, Indonesia
Reni Shinta Dewi  -  Universitas Diponegoro, Indonesia
Agung Budiatmo  -  Universitas Diponegoro, Indonesia
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Abstract

The number of Umrah and Hajj travel companies has resulted in business competition becoming very competitive, this is because business in this field has good prospects in Indonesia. Based on the sales data of PT Qiblatain Ama Tour Semarang, it can be seen that the use of fluctuating services tends to decrease and the target is not met every year. This study aims to determine the effect of Brand Equity, Service Quality and Trust on purchasing decisions on PT Qiblatain Ama Tour products in Semarang City. The sample amounted to 96 respondents who were pilgrims of PT Qiblatain Ama Tour in Semarang City. This research was processed using SPSS version 27.0. The results showed that the brand equity variable, service quality, Trust partially and simultaneously had a positive and significant influence on the purchasing decision variable. Suggestions in this study are that PT. Qiblatain Ama Tour can carry out company accreditation in order to increase Brand Equity and the level of Trust in the company, encourage its employees to be able to provide services, especially on request faster than before in order to increase, and to pay more attention to Brand Equity and Trust because these variables have a greater influence on purchasing decisions than the Service Quality variable.

Keyword: Brand Equity;Service Quality; Trust; Purchase Decision

Banyaknya perusahaan travel umrah dan haji mengakibatkan persaingan bisnis menjadi sangat kompetitif, hal ini karena usaha pada bidang ini memiliki prospek yang bagus di Indonesia. Berdasarkan data penjualan PT. Qiblatain Ama Tour Semarang dapat diketahui bahwa penggunaan jasa berfluktuatif cenderung menurun dan target setiap tahunnya tidak terpenuhi. Penelitian ini bertujuan untuk mengetahui pengaruh Brand Equity, Service Quality dan Trust terhadap keputusan pembelian pada produk PT. Qiblatain Ama Tour di Kota Semarang. Sampel berjumlah 96 responden yang merupakan jamaah PT. Qiblatain Ama Tour di Kota Semarang. Penelitian ini diolah menggunakan SPSS versi 27.0. Hasil penelitian menunjukkan bahwa variabel brand equity, service quality, Trust secara parsial dan simultan memiliki pengaruh yang positif dan signifikan terhadap variabel keputusan pembelian. Saran dalam penelitian ini adalah agar PT. Qiblatain Ama Tour dapat melakukan akreditasi perusahaan demi meningkatkan Brand Equity dan tingkat Trust terhadap perusahaan, mendorong para karyawannya agar dapat memberikan pelayanan terutama pada permintaan dengan lebih cepat dari sebelumnya agar dapat meningkatkan, serta agar dapat memberikan perhatian lebih pada Brand Equity dan Trust dikarenakan variabel tersebut memiliki pengaruh yang besar terhadap keputusan pembelian dibandingkan dengan variabel Service Quality.

Kata Kunci: Brand Equity; Service Quality; Trust; Keputusan Pembelian
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Keywords: Brand Equity; Service Quality; Trust; Keputusan Pembelian

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