The Effect of Online Customer Reviews and Brand Image on the Purchase Intention of NAM Air Airline Tickets through Consumer Trust at Lede Ka-lumbang Airport
Keywords:
Online Customer Review, Brand Im-age, Trust Consumers , Consumer Purchase Interest
Abstract
Study This aiming For analyze whether online customer reviews and brand image can influence improvement trust and interest buy Ticket NAM Air airline , as well as analyze role variable trust in mediate the influence of online customer reviews and brand image on improvement interest buy Ticket NAM Air Research airline This apply method study associative , with approach quantitative . Research This carried out in Sumba Regency , NTT, namely at Lede Kalumbang Airport , with amount sample set​ is 10x18 = 180 people, which is consumers who use NAM Air airline found at Lede Kalumbang Airport . Data collection through questionnaire with implementation Likert scale as tool measure . Data analysis techniques in study This use technique analysis path . Research results show that : First , online customer reviews and brand image for company airline flight especially on NAM Air airline it is proven impact to tall low level trust consumers , where the more both online customer reviews and brand image then level trust consumers will also the more high . Second , that in produce interest High purchase prices are largely determined by online customer review factors , brand image, and trust consumers , so that when online customer reviews, brand image and trust consumer the more tall or Good so interest For buy Ticket NAM Air airline will also the more high . Third , that in a way No direct trust can mediate connection between online customer reviews and brand image interest buy consumers
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References
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Pandiangan , K., Masiyono , M., & Atmogo , YD (2021). Factors Affecting Brand Equity: Brand Trust, Brand Image, Perceived Quality, & Brand Loyalty. Journal Knowledge Management Applied , 2 (4), 471-484.
Purwati, A., & Cahyanti , MM (2022) . The influence of brand ambassadors and brand image on in-terest purchase that impacts the decision purchase . IQTISHADUNA: Journal Our Scientific Economy , 11 (1), 32-46.
Putri, TC, & Risdwiyanto , A. (2023 , August). The Role of Digital Marketing and Brand Image on Product Purchase Interest Beauty Mediated by Customer Trust. In Proceedings of SeNTIK Seminar (Vol. 7, No. 1, pp. 88-97).
Rohmatulloh , C., & Sari, D. (2021) . The Influence of Online Customer Reviews on Purchase Inter-est with Trust As Intervening Variables in Shopee. eProceedings of Management , 8 (3).
Rosdiana , R., Haris, IA, & Suwena , KR (2019). The Influence trust consumer to interest buy product clothes online . Undiksha Journal of Economic Education , 11 (1), 318-330.
Saqib, K., Mahmood, A., Khan, M., & Hashmi, M. (2015). Impact of consumer inertia on purchase intention under the influence of subjective product knowledge. International Journal of u-and e-Service, Science and Technology , 8 (2), 293-298.
Tjiptono , F., & Chandra, G. (2016). Marketing Strategic . Yogyakarta: ANDI.
Wulandari, IM (2013). The Influence of Brand Image and Location on Prospective Student Decisions Continuing Studies at College .
Almana , A. M., & Mirza, A. A. (2013). The impact of electronic word of mouth on consumers' pur-chasing decisions. International Journal of Computer Applications , 82 (9), 23-31.
Andini, PN, & Lestari, MT (2021). The Influence of Brand Ambassador and Brand Image on User Purchase Interest Tokopedia Application ( Quantitative Study on Users) Tokopedia Applica-tion in Dki Jakarta). eProceedings of Management , 8 (2).
Bahrudin, M., & Zuhro , S. (2016). The Influence trust and satisfaction customer to loyalty customer . BUSINESS: Journal Islamic Business and Management , 3 (1), 1-17.
Citra, T., & Santoso, SB (2016). Analysis influence quality products and image brand to decision pur-chase continuous form printing through trust brand (Study on Jadi Jaya Group Printing , Se-marang). Diponegoro Journal of Management , 5 (2), 158-169.
Damayanti, RS (2019). The influence of online customer reviews and ratings, e-service quality and price on interest buy on the online marketplace shopee ( Empirical Study on Students of Mu-hammadiyah University Magelang ). In UMMagelang Conference Series (pp. 684-693).
Farki , A., & Baihaqi , I. (2016) . The influence of online customer reviews and ratings on trust and interest purchases on online marketplaces in Indonesia. ITS Engineering Journal , 5 (2), A614-A619.
Fauzi, S., & Lina, LF (2021) . The Role of Product Photos , Online Customer Reviews and Online Customer Ratings on Consumer Purchase Interest in E-Commerce. Muhammadiyah Journal of Management Business , 2 (1), 21-26.
Fasha, AF, Robi, MR, & Windasari , S. (2022). Determination decision purchase through interest buy : brand ambassador and brand image ( management literature review) marketing ). Journal management education and science social , 3 (1), 30-42.
Guo, J., Wang, X., & Wu, Y. (2020). Positive emotion bias: Role of emotional content from online customer reviews in purchase decisions. Journal of Retailing and Consumer Services , 52 , 101891.
Izzati, RR (2019). The Influence of Perceived Quality and Brand Image on Product Brand Trust Wardah Cosmetics . Journal Knowledge Management , 8 (2), 15-24.
Kamisa, N., Putri, AD, & Novita, D. (2022). The Influence of Online Customer Review and Online Customer Rating on Trust Consumers ( Case study : Shopee users in Bandar Lampung). Journals of Economics and Business , 2 (1), 21-29.
Keller, Kevin Lane. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Prentice Hall, New Jersey.s
Khammash, M. (2008). Electronic word-of-mouth: Antecedents of reading customer reviews in on-line opinion platforms: A quantitative study from the UK market. In Proc. IADIS International Conference WWW/Internet (Vol. 2008).
Kotler, P., & Keller, KL (2012 ), Management Marketing . Jakarta: Erlangga .
Koufaris , M., & Hampton-Sosa, W. (2004). The development of initial trust in an online company by new customers. Information & management , 41 (3), 377-397.
Kusumawati , D., & Saifudin , S. (2020) . The Influence perception price and trust to interest buy online at the moment Covid-19 pandemic in society millennia in Central Java. Journal Ac-counting And Business , 6 (01).
Manullang , IM (2017). Analysis The Influence of Brand Image and Satisfaction Customer On Telkomsel SIM Card Customer Loyalty (Case Study on Students) Faculty of Economics, Catholic University of Saint Thomas, North Sumatra). Journal Management And Business , 51-73.
Maskuri , MA, Kurniawan, EN, Wardani, MK, & Andriyani , M. (2019). Trust , ease usage and elec-tronic word of mouth towards interest buy online. Journal Entrepreneurship Management , 16 (2), 139-150.
Mo, Z., Li, Y. F., & Fan, P. (2015). Effect of online reviews on consumer purchase behavior. Journal of Service Science and Management , 8 (03), 419.
Mowen, J.C., & Minor, M. (2002). Behavior Consumers . Jakarta: Erlangga
Murti, TK (2019). The Influence of Brand Image, Promotion and Education Costs on Student Deci-sions Continuing Studies in the Economic Education Study Program. Edunomic Journal of Economic Education, 7(2), 102. https://doi.org/10.33603/ejpe.v7i2.1969
Pandiangan , K., Masiyono , M., & Atmogo , YD (2021). Factors Affecting Brand Equity: Brand Trust, Brand Image, Perceived Quality, & Brand Loyalty. Journal Knowledge Management Applied , 2 (4), 471-484.
Purwati, A., & Cahyanti , MM (2022) . The influence of brand ambassadors and brand image on in-terest purchase that impacts the decision purchase . IQTISHADUNA: Journal Our Scientific Economy , 11 (1), 32-46.
Putri, TC, & Risdwiyanto , A. (2023 , August). The Role of Digital Marketing and Brand Image on Product Purchase Interest Beauty Mediated by Customer Trust. In Proceedings of SeNTIK Seminar (Vol. 7, No. 1, pp. 88-97).
Rohmatulloh , C., & Sari, D. (2021) . The Influence of Online Customer Reviews on Purchase Inter-est with Trust As Intervening Variables in Shopee. eProceedings of Management , 8 (3).
Rosdiana , R., Haris, IA, & Suwena , KR (2019). The Influence trust consumer to interest buy product clothes online . Undiksha Journal of Economic Education , 11 (1), 318-330.
Saqib, K., Mahmood, A., Khan, M., & Hashmi, M. (2015). Impact of consumer inertia on purchase intention under the influence of subjective product knowledge. International Journal of u-and e-Service, Science and Technology , 8 (2), 293-298.
Tjiptono , F., & Chandra, G. (2016). Marketing Strategic . Yogyakarta: ANDI.
Wulandari, IM (2013). The Influence of Brand Image and Location on Prospective Student Decisions Continuing Studies at College .
Published
2024-12-04
How to Cite
Jannah , M., & Solihin Mattalatta , A. R. Y. A. S. (2024). The Effect of Online Customer Reviews and Brand Image on the Purchase Intention of NAM Air Airline Tickets through Consumer Trust at Lede Ka-lumbang Airport. Point of View Research Economic Development, 5(2). Retrieved from http://journal.accountingpointofview.id/index.php/POVRED/article/view/343
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