Online Travel Agency Marketing Strategy: Implications for Consumer Repurchase Decision

Sahir, Syafrida Hafni; Suginam, Suginam; Fahlevi, Mochammad

doi:10.24034/j25485024.y2021.v5.i2.4664

Cited by 4 publications

(4 citation statements)

References 29 publications

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“…The results of this study are in line with research conducted (Sahir et al, 2021) which explains that the relationship between Marketing Mix, especially Online Marketing Promotion, and Repurchase Decision is significant which explains that promotion is followed by good service so that customers do not turn away. Promotions such as price guarantee programs or vouchers are used to direct customers to make repeat purchases.…”

Section: H1: Marketing Activities Have a Positive Effect On Repurchas...supporting

confidence: 87%

Management Implications: Repurchase Decisions in the Retail Technology Supply Chain in the Retail Industry in Digital Retail Companies

Irnaldi,

Jimmy,

Hasan

2023

IJOMS

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This study aims to find out how digital retail companies retain their customers by being active as registered partners who continue to make repurchases. Understanding partner’s positive perceptions is key in improving repurchase decisions. Marketing Strategy, Service Quality and situational factors are studied to understand the strengthening of these positive perceptions. Attitude Towards Norm is known as one of the predictors in influencing purchasing decisions so that the relationship between these variables is also studied in this study. This research method is quantitative. Data obtained from an online questionnaire of 384 respondents. Descriptive analysis was conducted to determine the demographic background of the respondents. Associative analysis was carried out to identify the relationship between Marketing Activities, Service Quality, Attitude Towards Norm, Social Influence and Repurchasing Decision. The results show that all the effects of exogenous variables are found to be significant, except that Service Quality does not directly have a significant effect on Repurchase Decision.

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Section: H1: Marketing Activities Have a Positive Effect On Repurchas...supporting

confidence: 87%

Management Implications: Repurchase Decisions in the Retail Technology Supply Chain in the Retail Industry in Digital Retail Companies

Irnaldi,

Jimmy,

Hasan

2023

IJOMS

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“…In this context, the research highlights the importance of micro-influencers, who are bloggers or journalists with a significant number of followers and a close relationship with their audience [27]. Their ability to resonate with their followers and influence their behaviour towards purchasing products they promote on social media is significant [28,29]. The research emphasizes that the recommendations of opinion leaders or influencers play a crucial role in reducing the perceived risks of buying a new product, especially for first-time buyers [30,31].…”

Section: Discussionmentioning

confidence: 99%

Digital Influencers: Shaping Our Brand Choices and Purchase Intentions? A Moderation by Gender Perspective

Matroji,

Mulyadi,

Dandi

et al. 2023

E3S Web Conf.

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This study evaluates the efficacy of digital influencers in brand endorsement through electronic Word-of-Mouth (eWOM). It probes the influence of perceived influence, brand engagement, and expected brand value on purchase intention and the potential moderation of these by gender roles. The study, analyzing responses from 197 participants via a Structural Equation Model (SEM) with SmartPLS, reveals interesting findings. The perceived influence is found to positively and significantly affect both brand engagement and expected brand value. However, brand engagement did not significantly affect expected brand value. Both brand engagement and expected brand value positively impacted purchase intention. However, perceived influence and gender interactions with brand engagement, perceived influence, and expected brand value do not significantly affect purchase intention. These findings can aid fashion industry companies in strategizing their collaborations with Instagram micro-influencers to enhance brand engagement, expected brand value, and purchase intention.

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“…Tjiptono (2019) simplifies it to the proclivity of customers to stay committed to a brand without being swayed easily by competitors. Consolidating these theories, customer loyalty manifests as a robust inclination among consumers towards a particular brand (Sahir et al, 2021), as reflected in their consistent buying behaviors and tendency to purchase in greater volumes. Griffin (2019) underscores the benefits of customer loyalty, emphasizing: A reduction in marketing costs as retaining a customer is more cost-effective than acquiring a new one.…”

Section: Customer Loyaltymentioning

confidence: 99%

The influence of product price and quality on customer loyalty with customer satisfaction as an intervening variable at PT. Brother Group, Medan

Ogestine,

Pakpahan,

Rostina

2023

JEBL

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The increasing number of competitors forces companies to be more competitive in their actions and decision-making in marketing their products or services. Customer loyalty becomes the target of every company so that the company can survive and grow in the market. Product quality and product prices certainly have an influence on customer satisfaction and customer loyalty. The purpose of this research is to determine the influence of product prices and product quality on customer satisfaction and customer loyalty, and whether there is a correlation between customer satisfaction and customer loyalty. In conducting the research, the researcher used primary data obtained from questionnaires distributed to the customers of PT. Brother Group, Medan. The number of respondents used was 92. This primary data was processed using the statistical software SPSS 22. Tests conducted included validity tests, reliability tests, classic assumption tests such as normality tests, multicollinearity tests, and heteroscedasticity tests, followed by path analysis then hypothesis tests which include partial tests, determination tests, and also Sobel tests. In this study, price was coded as (x1), product quality as (x2), customer satisfaction as (Z), and customer loyalty as (Y). The results obtained in this study show that x1 has a significant effect on Y with a t-count value of 2.615 > t-table 1.661. x2 does not have a significant effect on Y with a t-count value of 0.788 < t-table 1.661. x1 has a significant effect on Z, with a t-count value of 5.243 > t-table 1.661, x2 has a significant effect on Z with a t-count value of 3.314 > t-table 1.661, Z has a significant effect on Y with a t-count value of 6.222 > t-table which is 1.661, x1 has an effect on Y with Z as an intervening variable with a t-count value of 3.941633 > t-table value of 1.661, x2 has an effect on Y with Z as an intervening variable with a t-count value of 2.930647902 > t-table value of 1.661.

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Online Travel Agency Marketing Strategy: Implications for Consumer Repurchase Decision

Cited by 4 publications

References 29 publications

Management Implications: Repurchase Decisions in the Retail Technology Supply Chain in the Retail Industry in Digital Retail Companies

Management Implications: Repurchase Decisions in the Retail Technology Supply Chain in the Retail Industry in Digital Retail Companies

Digital Influencers: Shaping Our Brand Choices and Purchase Intentions? A Moderation by Gender Perspective

The influence of product price and quality on customer loyalty with customer satisfaction as an intervening variable at PT. Brother Group, Medan

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