How to Increase the Intention on Purchase at Agoda Through Perceived Value and E-Wom
Abstract
One of the pursuits or pastimes people engage in to satisfy their obligations for work, play, or other reasons is travel. Due to unreliable customer support, bookings made by clients are abruptly canceled, and promises of money back that are never kept, Agoda has gotten multiple negative evaluations from its users. Negative evaluations with 1 and 2 stars are frequently the result of issues with payment, service, and reservation dates. The methodology employed in this study involves selecting 154 respondents by nonprobability sampling and judgmental sampling. Distribution of questionnaires with sample data received from up to 150 respondents and processed using SmartPLS is how data is collected. The results of this study show a significant effect, specifically that E-WOM has a significant positive effect on perceived value, perceived risk, and purchase intention, and that price sensitivity has a significant positive effect on perceived value, perceived risk, and perceived value without having a significant positive effect on purchase intention.
References
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Suwarto, D. H. (2012). Identifying Key Factors Affecting Consumer Decision Making Behavior in Cinema Context : A Mix Method Approach. International Conference on Business, Economics, Management and Behavioral Sciences, 547–551.
Yip, W. S., & Mo, W. Y. (2020). An investigation of purchase intention of using mobile Apps for online traveling and booking service. International Journal of Innovation, Management and Technology, 11(2), 46–50.
Amarullah, D., Handriana, T., & Maharudin, A. (2022). Ewom Credibility, Trust, Perceived Risk, And Purchase Intention In The Context Of E-Commerce: Moderating Role Of Online Shopping Experience. Jurnal Ekonomi Bisnis Dan Kewirausahaan, 11(1), 61–83.
Black, W., & Babin, B. J. (2019). Multivariate data analysis: Its approach, evolution, and impact. In The Great Facilitator: Reflections on the Contributions of Joseph F. Hair, Jr. to Marketing and Business Research (pp. 121–130). Springer.
Forman, C., Ghose, A., & Goldfarb, A. (2009). Competition Between Local and Electronic Markets: How the Benefit of Buying Online Depends on Where You Live. Management Science, 55(1), 47–57. https://doi.org/10.1287/mnsc.1080.0932
Hapsari, Y., Suhud, U., & Mukhtar, S. (2021). Influence of Service Quality, Innovation, Price, Promotion on Customer Satisfaction and Customer Loyalty. Oblik i Finansi, 4(3(93)), 125–134. https://doi.org/10.33146/2307-9878-2021-3(93)-125-134
He, X., Zhan, W., & Hu, Y. (2018). Consumer purchase intention of electric vehicles in China: The roles of perception and personality. Journal of Cleaner Production, 204, 1060–1069.
Henry, K., Adiwijaya, M., & Subagio, H. (2017). Pengaruh perceived risk terhadap purchase intention dengan mediasi perceived value dan customer attitude pada pelanggan online shopping melalui media sosial Facebook di Surabaya. Petra Business and Management Review, 3(2).
Irawan, M. Z., Belgiawan, P. F., Joewono, T. B., Bastarianto, F. F., Rizki, M., & Ilahi, A. (2021). Exploring activity-travel behavior changes during the beginning of COVID-19 pandemic in Indonesia. Transportation, 1–25.
Iswara, I., & Jatra, I. M. (2017). Peran Brand Image Dalam Memediasi Pengaruh Electronic Word Of Mouth Terhadap Purchase Intention (Studi Kasus Pada Produk Smartphone Samsung di Kota Denpasar). EJurnal Manajemen Unud, 6(8), 3991–4018.
Liang, L. J., Choi, H. S. C., & Joppe, M. (2018). Understanding repurchase intention of Airbnb consumers: perceived authenticity, electronic word-of-mouth, and price sensitivity. Journal of Travel & Tourism Marketing, 35(1), 73–89.
Lim, N. (2003). Consumers’ perceived risk: sources versus consequences. Electronic Commerce Research and Applications, 2(3), 216–228.
Malhotra, k. N. (2010). Marketing research. Prentice-Hall, Inc.
Octavia, D., & Tamerlane, A. (2017). The influence of website quality on online purchase intentions on Agoda. com with e-trust as a mediator. Binus Business Review, 8(1), 9–14.
Park, S., & Tussyadiah, I. P. (2017). Multidimensional facets of perceived risk in mobile travel booking. Journal of Travel Research, 56(7), 854–867.
Pradhana, C. A., Suliantoro, H., & Susanty, A. (2021). Conceptual Model of Relationship between Trust, Perceived Risk, Price Dispersion, E-WOM, Perceived Value, and Online Transaction Intention.
Pradini, G., Kusumaningrum, A. P., Agustiani, F., & Dari, I. T. (2022). Business Marketing Strategies of Tour and Travel Agency to Survive in The Covid-19 Pandemic. International Journal Of Economics, Management, Business, and Social Science (IJEMBIS), 2(2), 242–248.
Pramana, S., Paramartha, D. Y., Ermawan, G. Y., Deli, N. F., & Srimulyani, W. (2022). Impact of COVID-19 pandemic on tourism in Indonesia. Current Issues in Tourism, 25(15), 2422–2442.
Sharpley, R. (2006). Travel and tourism. Travel and Tourism, 1–240.
Siswoyo, H. (2016). Metode SEM Untuk Penelitian Manajemen dengan AMOS 22.00, LISREL 8.80 dan Smart PLS 3.0. Lisrel, Amos (Pertama). PT. Intermedia Personalia.
Sosanuy, W., Siripipatthanakul, S., Nurittamont, W., & Phayaphrom, B. (2021). Effect of electronic word of mouth (e-WOM) and perceived value on purchase intention during the COVID-19 pandemic: the case of ready-to-eat food. International Journal of Behavioral Analytics, 1(2), 1–16.
Sun, J. (2014). How risky are services? An empirical investigation on the antecedents and consequences of perceived risk for hotel service. International Journal of Hospitality Management, 37, 171–179.
Susanto, A., Amelia, A., Amadea, C., & Hendriana, E. (2021). The impact of COVID-19 outbreak towards the post-pandemic leisure travel intention. Journal of Tourism, Hospitality and Culinary Arts, 13(2), 54–71.
Suwarto, D. H. (2012). Identifying Key Factors Affecting Consumer Decision Making Behavior in Cinema Context : A Mix Method Approach. International Conference on Business, Economics, Management and Behavioral Sciences, 547–551.
Yip, W. S., & Mo, W. Y. (2020). An investigation of purchase intention of using mobile Apps for online traveling and booking service. International Journal of Innovation, Management and Technology, 11(2), 46–50.
Published
2023-08-03
How to Cite
Tannady, H., & Primantina, A. (2023). How to Increase the Intention on Purchase at Agoda Through Perceived Value and E-Wom. Sigmagri, 3(1), 57-66. https://doi.org/10.32764/sigmagri.v3i01.906
Section
Articles
