Web Design and Web Brand Image of Online Travel Agent: Its Effect on Purchase Intention Mediated by Trust

Putri Daniela Christine Farida  Uli; Dwinita  Laksmidewi

doi:10.54783/ijsoc.v5i1.665

Putri Daniela Christine Farida Uli Universitas Katolik Indonesia Atma Jaya, Jakarta, Indonesia
Dwinita Laksmidewi Universitas Katolik Indonesia Atma Jaya, Jakarta, Indonesia

DOI: https://doi.org/10.54783/ijsoc.v5i1.665

Keywords: Web Information Design, Web Visual Design, Web Brand Image, Trust, Purchase Intention.

Abstract

E-ticketing and online booking have transformed the aviation industry, hospitality, travel agencies and consumer behavior by providing new ways of communication and service support. Hence, the quality of e-ticketing and online booking websites is an important factor to drive the business. This study aims to analyze the effect of web information design, web visual design, and web brand image on purchase intentions mediated by trust. The data were obtained by conducting a survey to the community using the Online Travel Agent (OTA) website in the DKI Jakarta area. Hypothesis testing uses Structural Equation Model (SEM) analysis with SmartPLS. The results show that web information design has a direct effect on trust but has no significant effect on purchase intention either directly or mediated by the trust variable, web brand image has an effect on purchase intention mediated by trust, while web visual design has no effect on trust or purchase intention.

References

Agmeka, F., Wathoni, R. N., & Santoso, A. S. (2019). The Influence of Discount Framing towards Brand Reputation and Brand Image on Purchase Intention and Actual Behaviour in e-commerce. Procedia Computer Science, 161: 851–858.

Azanella, L. A., & Aida, N. R. (2019, july 26). Retrieved from kompas.com: https://travel.kompas.com/read/2019/07/26/151331127/akun-konsumen-dibobol-untuk-pemesanan-tiket-dan-hotel-ini-tanggapan-traveloka

C., K. A. (2002). Engendering Trust in E-commerce: A Study of Gender-Based Concerns. Marketing Intelligence & Planning, 20/4, 206- 214.

Chang, H. &. (2008). The impact of online store environment cues on purchase intention. Online Information Review, Vol. 32 Issue: 6, pp.818-841.

Chen, et al. (2015). The Impacts of Green Claims on Coffee Consumers’ Purchase Intention. British Food Journal, vol 117 (1), 195-209.

CNN Indonesia. (2018, desember 19). Retrieved from CNN Indonesia: https://www.cnnindonesia.com/ekonomi/20181219104810-92-354812/dituding-curang-traveloka-lempar-kesalahan-ke-konsumen.

Corbitta, B. J. (2003). Trust and E-commerce: A Study of Consumer Perceptions. Electronic Commerce Research and Applications, 2, 203–215.

Cyr, D., & Head, M. (2013). Website design in an international context: The role of gender in masculine versus feminine oriented countries. Computers in Human Behavior, 29, 1358–1367.

Dedeke, A. N. (2016). Travel web-site design: Information task-fit, service quality and purchase intention. Tourism Management, 54, 514-554.

Detik.com. (2009). Phishing, Apa dan Bagaimana Cara Kerjanya?. Retrieved from Detik inet: https://inet.detik.com/security/d-1196824/phishing-apa-dan-bagaimana-cara-kerjanya.

Firdausnetpreneur. (2019, 2 12). Data Pengguna Internet di Indonesia Tahun 2019. Retrieved from Firdausnetpreneur: https://firdausnetpreneur.com/inilah-data-pengguna-internet-di-indonesia-tahun-2019/

Ganguly, B. e. (2010). The effects of website design on purchase intention in online shopping: the mediating role of trust and the moderating role of culture. Int. J. Electronic Business, Vol. 8, Nos. 4/5.

Garson, G. D. (2016). Partial Least Squares: Regression and Structural Equation Models. Asheboro, NC: Statistical Associates Publishers.

gsm. (2016, 11 16). Statistik terbaru di web dan mobile di Indonesia (INFOGRAPHIC). Retrieved from Buka Forum: https://komunitas.bukalapak.com/s/baz1nz/statistik_terbaru_di_web_dan_mobile_di_indonesia_infographic.

Indozone.id. (2019). Ternyata Situs Website dengan ‘HTTPS’ Masih Bisa Dijebol oleh Hacker. Retrieved from Indo Zone: https://www.indozone.id/tech/r8sENy/ternyata-situs-website-dengan-https-masih-bisa-dijebol-oleh-hacker/read-all.

Internet, L. (2019). Indonesia Digital 2019 : E-Commerce. Retrieved from Web Sindo: https://websindo.com/indonesia-digital-2019-e-commerce/

Iskandar, M. S., & Sholihat, K. Y. (2018). Role of Web Design for Image Brand Toward Business. IOP Conf. Series: Materials Science and Engineering, 407, 1757-899X.

Jannah, F. M. (2019). Pengaruh E-Commerce Terhadap Penjualan. Retrieved from Academia Edu: https://www.academia.edu/25353341/PENGARUH_E-COMMERCE_TERHADAP_PENJUALAN

Jurado, F. E., Leiva, F. M., Correia, M. B., Sousa, C. M., Ramos, C. M., & Faisca, L. (2020). Visual Attention to the Main Image of a Hotel Website Based on its Position, Type of Navigation and Belonging to Millennial Generation: An Eye Tracking Study. Journal of Retailing and Consumer Services, 52, 0969-6989.

Karsten, Shannaldo. (2017). Perkembangan Bisnis E-Commerce. Retrieved from Imersmuda: https://imersmuda.com/perkembangan-bisnis-e-commerce/.

Kim, R. B. (2019). Effects of brand experience, brand image and brand trust on brand building process: The case of Chinese millennial generation consumers. Journal of International Studies, 12(3), 9-21.

Kouser, R., Niazi, G. S., & Bakari, H. (2018). How Does Website Quality and Trust Towards Website Influence Online Purchase Intention?. Pakistan Journal of Commerce and Social Sciences, Vol. 12 (3), 909-934.

Kudeshia, et al. (2017). Social eWOM: Does it Affect the Brand Attitude and Purchase Intention of Brands? Management Research Review, vol 40 (3), 310-330.

Kunjana, Gora. (2019, 1 4). Keterjangkauan Internet hingga Wilayah 3 T. Retrieved from Investor Daily: https://investor.id/archive/keterjangkauan-internet-hingga-wilayah-3-t

Marsya, N. (2019, 5 16). Survei APJII: Pengguna Internet di Indonesia Capai 171,17 Juta Sepanjang 2018. Retrieved from Daily Social: https://dailysocial.id/post/pengguna-internet-indonesia-2018

Masri, N. W., You, J. J., Ruangkanjanases, A., Chen, S. C., & Pan, C. I. (2020). Assessing the Effects of Information System Quality and Relationship Quality on Continuance Intention in E-Tourism. Int. J. Environ. Res. Public Health, 174.

Perdomo, E. G., Cardozo, M. A. T., Perdomo, C. A. C., & Serrezuela, R. R. (2017). A review of the user based web design: Usability and information architecture. International Journal of Applied Engineering Research, 12(21), 11685–11690.

Praditya, Diaz. (2019). Keterjangkauan Internet hingga Wilayah 3 T. Retrieved from Tech in Asia: https://id.techinasia.com/prediksi-ecommerce-indonesia.

Punyatoya, Plavini. (2018). Effects of Cognitive and Affective Trust on Online Customer Behavior. Marketing Intelligence & Planning, 0263-4503.

Romaniuk, J. & Sharp, B. (2003). Measuring brand perceptions: testing quantity and quality. Journal of Targeting, Measurement and Analysis for Marketing, vol 11 (3), 218-229.

Rosen, D. &. (2004). Website Design: Viewing the Web as A Cognitive Landscape. Journal of Business Research, 57, 787– 794.

Saeed, S., Naqvi, M., & Memon, M. (n.d.). E-Commerce Web Crawling to Facilitate Consumers for Economical Choices. International Journal of Advanced Computer Systems and Software Engineering, vol 1, 2716-5256.

Sam, M. &. (2009). Website Quality and Consumer Online Purchase Intention of Air Ticket. International Journal of Basic & Applied Sciences IJBAS-IJENS, Vol:09 No:10.

Shouk, M. A., & Khalifa, G. S. (2016). The influence of website quality dimensions on epurchasing behaviour and e-loyalty: a comparative study of Egyptian travel agents and hotels. Journal of Travel & Tourism Marketing.

Termasmedia.com (2020). Pengertian Internet. Retrieved from Termas Media: https://www.termasmedia.com/lainnya/internet/71-pengertian-internet.html.