The Influence Of Trust, Brand Image, And E-service Quality On The Interest In Repurchasing The Ticket Travel Product.com In The Millennial Generation In Medan City, Medan Baru District
The Influence of Trust, Brand Image, and E-Service Quality on the Interest in Repurchasing the Ticket Travel Product.com in the Millennial Generation in Medan City, Medan Baru District
Introduction
In the era of digital transformation, the millennial generation has become a crucial market segment for businesses, particularly in the travel sector. With the rise of e-commerce platforms, companies like Tiket.com are competing fiercely to attract and retain customers. This study aims to investigate the influence of trust, brand image, and e-service quality on the interest in repurchasing Tiket.com travel products among millennials in Medan Baru District, Medan City.
Background
The millennial generation, born between 1981 and 1996, is known for their tech-savviness and love for online shopping. According to a report by the World Tourism Organization, millennials are expected to account for 50% of all international tourist arrivals by 2025. In Indonesia, the millennial generation is a significant market segment, with a large portion of them living in urban areas like Medan City.
Tiket.com, a popular online travel agency, has been trying to attract and retain customers through various marketing strategies. However, the company faces intense competition from other online travel agencies, making it essential to understand the factors that influence customer behavior. This study aims to fill this knowledge gap by examining the impact of trust, brand image, and e-service quality on the interest in repurchasing Tiket.com travel products among millennials in Medan Baru District.
Methodology
This study employed a quantitative approach, using a survey research design to collect data from 97 respondents who had purchased travel products through Tiket.com. The respondents were selected using random sampling techniques, ensuring that the sample was representative of the target population. The data collection instrument was a questionnaire, which was designed to measure the respondents' perceptions of trust, brand image, and e-service quality.
The data analysis was conducted using multiple linear regression, which allowed us to evaluate the effect of each variable on the interest in repurchasing Tiket.com travel products. The results of the analysis were then interpreted to identify the significant factors that influence customer behavior.
Results
The results of this study showed that trust has a positive and significant impact on the interest in repurchasing Tiket.com travel products. This finding suggests that customers who have a high level of trust in Tiket.com are more likely to make a repurchase. Trust can be built through positive experiences when using services, information transparency, and transaction security guarantees.
Furthermore, the results showed that brand image also has a positive and significant effect on the interest in repurchasing Tiket.com travel products. A strong brand image creates good perceptions in the minds of consumers, making them more likely to return to using services. Brands that are considered quality and reliable will more easily attract consumers to return to using services.
Finally, the results showed that e-service quality also contributes significantly to the interest in repurchasing Tiket.com travel products. Good service quality includes ease of use of websites or applications, speed in the ordering process, and responsiveness in customer service. By providing a satisfying user experience, Tiket.com can increase consumer loyalty and encourage them to return to use the same services.
Discussion
The findings of this study confirm the importance of trust, brand image, and e-service quality in creating interest in repurchasing Tiket.com travel products among millennials. These factors are essential in building long-term relationships with customers and increasing customer loyalty.
Tiket.com must focus on strengthening these three aspects to compete in an increasingly competitive market. By doing so, the company can not only increase sales figures but also build long-term relationships with customers. This study provides important insights for entrepreneurs, especially in the travel industry, to design strategies that are more effective in attracting and maintaining customers in the current digital age.
Conclusion
In conclusion, this study highlights the significance of trust, brand image, and e-service quality in influencing customer behavior. By understanding and managing these factors, businesses like Tiket.com can increase customer loyalty and retention. This study provides a valuable contribution to the existing literature on customer behavior and marketing strategies, particularly in the travel industry.
Recommendations
Based on the findings of this study, the following recommendations are made:
- Strengthen trust: Tiket.com should focus on building trust with its customers by providing positive experiences, information transparency, and transaction security guarantees.
- Develop a strong brand image: The company should invest in creating a strong brand image through effective marketing campaigns, good customer service, and the development of features that facilitate users.
- Improve e-service quality: Tiket.com should prioritize improving e-service quality by ensuring ease of use of websites or applications, speed in the ordering process, and responsiveness in customer service.
By implementing these recommendations, Tiket.com can increase customer loyalty and retention, ultimately leading to increased sales figures and long-term relationships with customers.
Frequently Asked Questions (FAQs) on the Influence of Trust, Brand Image, and E-Service Quality on the Interest in Repurchasing the Ticket Travel Product.com in the Millennial Generation in Medan City, Medan Baru District
Q: What is the significance of trust in influencing customer behavior?
A: Trust is a crucial factor in influencing customer behavior, particularly in the context of online transactions. When customers trust a company, they are more likely to make a repurchase, as they feel secure and confident in the company's ability to deliver quality services.
Q: How can a company build trust with its customers?
A: A company can build trust with its customers by providing positive experiences, information transparency, and transaction security guarantees. This can be achieved through effective marketing campaigns, good customer service, and the development of features that facilitate users.
Q: What is the role of brand image in influencing customer behavior?
A: Brand image plays a significant role in influencing customer behavior, as it creates good perceptions in the minds of consumers. A strong brand image can make a company more attractive to customers, increasing the likelihood of repurchase.
Q: How can a company develop a strong brand image?
A: A company can develop a strong brand image by investing in effective marketing campaigns, good customer service, and the development of features that facilitate users. This can also be achieved through the creation of a unique and memorable brand identity.
Q: What is the importance of e-service quality in influencing customer behavior?
A: E-service quality is essential in influencing customer behavior, as it affects the overall user experience. Good e-service quality includes ease of use of websites or applications, speed in the ordering process, and responsiveness in customer service.
Q: How can a company improve e-service quality?
A: A company can improve e-service quality by ensuring ease of use of websites or applications, speed in the ordering process, and responsiveness in customer service. This can be achieved through the development of user-friendly interfaces, efficient payment systems, and effective customer support.
Q: What are the implications of this study for businesses in the travel industry?
A: The findings of this study have significant implications for businesses in the travel industry, as they highlight the importance of trust, brand image, and e-service quality in influencing customer behavior. By understanding and managing these factors, businesses can increase customer loyalty and retention, ultimately leading to increased sales figures and long-term relationships with customers.
Q: What are the limitations of this study?
A: This study has several limitations, including the use of a small sample size and the reliance on self-reported data. Future studies should aim to address these limitations by using larger sample sizes and more objective measures of customer behavior.
Q: What are the future research directions for this study?
A: Future research directions for this study include the investigation of the impact of social media on customer behavior, the development of a more comprehensive model of customer behavior, and the examination of the role of cultural factors in influencing customer behavior.
Q: What are the practical implications of this study for entrepreneurs and business owners?
A: The findings of this study have significant practical implications for entrepreneurs and business owners, as they highlight the importance of trust, brand image, and e-service quality in influencing customer behavior. By understanding and managing these factors, entrepreneurs and business owners can increase customer loyalty and retention, ultimately leading to increased sales figures and long-term relationships with customers.