The Influence Of Brand Awareness And E-Service Quality On Consumer Purchasing Decisions In Booking Hotel Rooms On Traveloka

Ria Oktavia, Agung Permana Budi, Febianti Febianti


This study was to determine the effect of brand awareness and e-service quality on consumer purchasing decisions in booking hotel rooms in traveloka. The subject of this study amounted to 100 random people who had booked a hotel room through the Traveloka website. The results of the questionnaire were analyzed using multiple linear regression to see the effect between variable brand awareness, e-service quality and purchasing decisions. The results of this study indicate that brand awareness and e-service quality have a significant effect of 67.1% on the variables of consumer purchasing decisions in hotel room bookings, on the traveloka website. The implication of this research is to see the contribution of the variables studied to be used as consumer decisions in making purchases on room sales services on the website, so marketing is important to know.


Brand Awareness; E-Service Quality; Consumer Decision Making

Full Text:



Aaker, D. A. 2009. Managing brand equity.Simon and Schuster.Aaker, David A. Managing brand equity.Simon and Schuster, 2009.

Bernardo, M., Marimon, F., dan Del Mar Alonso-Almeida, M. (2012).Functional Quality And Hedonic Quality: A Study Of The Dimensions Of E-Service Quality In Online Travel Agencies. Information & Management, 49(7-8), 342-347.

Durianto, Darmadi, Sugiarto, dan Budiman, Lie Joko. 2004. Brand Equity Ten, Strategi Memimpin Pasar. Jakarta. PT. Gramedia Pustaka Utama., 2015. [Online]

Available at:

[Akses 20 Maret 2018].

Kartajaya, Hermawan. 2014. Think New ASEAN! Rethinking Marketing Towards ASEAN Economic Community. PT. Gramedia Pustaka Utama. Jakarta.

Kotler, Philip, 2015. Manajemen Pemasaran : Analisis, Perencanaan, Implementasi dan Pengendalian Jilid 1, Edisi Terjemahan. Jakarta: Erlangga.

Riduwan dan Kuncoro, Ahmad. 2013. Cara Menggunakan Dan Memakai Analisis Jalur (Path Analisis).Bandung: CV Alfabeta.

Schiffman, Leon G. & Leslie L. Kanuk. 2013. Consumer Behavior: Tenth Edition. New Jersey. Prentice-Hall Inc.

Setiadi, Nugroho J. 2010. Perilaku Konsumen. Jakarta: Kencana.

Sugiyono, 2015. Metode Penilitian Manajement. Bandung: CV. Alfabeta.

Suprapti,Lilik. 2015. Analisis Pengaruh Brand Awareness, Perceived Value, Organizational Association Dan Perceived Quality Terhadap Keputusan Pembelian Konsumen.Skripsi. Magister Manajemen. Universitas Dipenegoro Semarang.

SWA.CO.ID, 2017. SWA. [Online]

Available at:

[Akses 2 Agustus 2018]

Pearson,Ann,S,T.& Chris,Friffin. 2012. The Role Of E-Service Quality And Informatin Quality In Creating Perceived Value; Antecedebts To Web Site Loyalty. Information Systems Management, Taylor & Francis Group, 2018. [Online]

Available at:

[Akses 19 Mei 2018]

Cited by:




  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Visited Number: Web
Analytics JBHOST Stats