The Effects of Perceived Ease of Use, Electronic Word of Mouth and Content Marketing on Purchase Decision
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Date
2021-10-01Author
Asnawati
Nadir, Maryam
Wardhani, Wirasmi
Setini, Made
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Show full item recordAbstract
Purchasing decisions on the Traveloka application has experienced a significant decline since the
Covid-19 pandemic outbreak. Ticket returns and refunds that occur due to travel restrictions have
resulted in a decline in Traveloka's brand image. This study aims to analyze how brand image me diates the effect of perceived ease of use, electronic word of mouth and content marketing towards
ticket purchasing decisions on the Traveloka application which was conducted on 130 respondents
using the Traveloka application. The research was conducted in June 2021 with data analysis using
SmartPLS 3.2.0 software. The results show that perceived ease of use had a negative impact on
purchasing decisions, either directly or indirectly through brand image. Electronic word of mouth
had a positive impact on purchasing decisions either directly or indirectly through brand image.
Content marketing had a negative and significant impact on purchasing decisions, while indirectly
through brand image had a positive and significant impact. The role of brand image was very im portant in increasing the effect of perceived ease of use, electronic word of mouth and content mar keting towards purchasing decisions.