The Influence of Word of Mouth and Brand Image on Consumers' Decisions to Choose Umrah Tour and Travel Services At PT. Al-Shafwah Independent Tourism Smarts Umrah Palembang
DOI:
https://doi.org/10.46799/ijssr.v3i8.485Keywords:
Word of Mouth, Brand Image, Consumer DecisionAbstract
This study aims to determine the influence of word of mouth and brand image on consumer decisions to choose Umrah tour and travel services at PT. Alshafwah Wisata Mandiri Smarts Umrah Palembang. The population in this study is all pilgrims who depart with Smarts Umrah Palembang travel. The sampling technique used in this study was a random sampling method with inclusion criteria with a sample of 130 respondents. The results of multiple linear analysis show that word of mouth and brand image have a positive and significant influence on the consumer decisions of Smarts Umrah Palembang pilgrims. Word of mouth, want to promote sustainably by rewarding pilgrims who want to become agents by promoting Smarts Umrah travel service programs and following promotional trends in order to expand consumer reach. Brand Image, it is expected that Smarts Umrah will give coupons for Umrah fee discounts or even give gifts of Umrah service products for free at an event, especially religious events so that Smarts Umrah travel is increasingly discussed by consumers and potential customers.
References
Aditya, K. Y. & Wardana, I. M. (2017). The role of brand equity in mediating the influence of word of mouth on purchase intent. E-Journal of Management Unud, 6(2), 830-856.
Arsyalan, A. G., & Ariyanti, M. (2019). Influence Of Electronic Word Of Mouth (Ewom) Against purchasing decisions at Shopee by the people of Bandung. eProceedings of Management, 6(3).
Effendi, A. Z., & Chandra, R. (2020). Influence of promotion and service quality To consumer satisfaction through purchasing decisions on Umrah and Hajj Plus travel PT. Inyong Travel Barokah/The Effect Of Promotion And Quality Of Service On Consumer Satisfaction Through Purchasing Decisions On Umrah Travel And Haji Plus PT. Inyong Travel Barokah.
Evita, N., & Farochi, C. (2017). Pengaruh Citra Merek Terhadap Keputusan Pembelian (Studi Kasus Pada Bakso Boedjangan Cabang Burangrang Bandung Tahun 2017). eProceedings of Applied Science, 3 (2).
Sindunata, I., & Wahyudi, B. A. (2018). Pengaruh e-wom (Electronic-word-of-mouth) terhadap keputusan pembelian di agoda. com. Jurnal Hospitality dan Manajemen Jasa, 6(1).
Jamilah, Z., &; Hadi, M. (2018). The Influence Of Word Of Mouth And Brand Image On The decision to use services at Spencer Salon Soekarno Hattalang branch. Journal of Business Applications, 3(1), 171-176.
Kotler, Philip and Kevin Lane Keller. 2016. Marketing Management 15.
Kotler, P., Keller, K. L., Ang, S. H., Tan, C. T., &; Leong, S. M. (2018). Marketing management: an Asian perspective. London: Pearson.
Lingceng, W. U., Yi, Q. U., Shuo, Z. H. A. O., & Shu, Z. H. O. U. (2022). The impact of brand image on laptop purchasing intention—the moderating role of consumer ethnocentrism. International Journal of Business, Economics and Management, 9(1), 1-19.
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of Management Review, 20(3), 709–734.
Niken, C.A, &; Widianingtanti, L. T. (2014). Decision Making to Buy Daily Living Needs in terms of Value Minded Lifestyle in Soegijapranata Catholic University Boarding School Students in Semarang. Psychodimensions, 13(1),22
Nisa, E. Q. C., & Puspitadewi, N. W. S. The Relationship Between Brand Image and Purchasing Decision in Sheriz Product Consumers.
Paramesthin, R. M., &; Pramono, J. (2019). The influence of word of mouth on purchase intent mediated by brand image at Escalier Bali. In National Scientific Seminar on Technology, Science, and Social Humanities (SINTESA) (Vol. 2).
Rembon, A., Mananeke, L., &; Gunawan, E. (2018). The Influence Of Word Of Mouth And Product Quality On Purchasing Decisions At Pt.Kangzen Kenko Indonesia In Manado. EMBA Journal: Journal of Economic, Management, Business and Accounting Research, 5(3). https://doi.org/10.35794/emba.v5i3.18675
Rizaty, M, A. (2022). Article; The Largest Number of Indonesian Muslims in the World in 2022. Indonesia Data. https://dataindonesia.id/ragam/detail/populasi-muslim-indonesia-terbesar-di-dunia-pada-2022
Ruhamak, M. D., &; Rahayu, B. (2016). The influence of word of mouth on purchase intention through brand image at Dynamic English Course Pare English Course Institute. Ekonika: Economic journal of Kadiri University, 1(2).
Schiffman, L. G., &; L. L. Kanuk. (2010). Consumer Behaviour. 10th Ed. Pearson Prentice Hall. New Jersey
Prabowo, R. E., Indriyaningrum, K., &; Setyani, A. D. (2020). The influence of brand image, price perception, and product quality on the purchase decision of Adidas brand sports shoes (study in Semarang City). Solution, 18(4).
Qomariah, N. (2020). The Influence of Word of Mouth and Brand Image on Purchasing Decisions at Running Korean Street Food Restaurant at Plaza Mulia Mall Samarinda. Journal of Business Administration, 8(1), 35-45.
Wijaya, T., &; Paramita, L. (2014). The influence of electronic word of mouth (ewom) on DSLR camera purchase decisions. Econimics and Business, 9 (Sancall), 12–19.
Wedari, C. I. A., & Yasa, N. N. K. (2022). The Role of Brand Image to Mediate the Effect of Word of Mouth on the Intention of Using Wicitra Wedding Salon Services in the City of Denpasar. European Journal of Business and Management Research, 7(2), 1-6.
Yulianty, Y., Setyawan, O., &; Indrastuti, S. (2021). The influence of product quality, price, promotion and brand image on the purchase decision of Wardah brand lipstick cosmetics in Pekanbaru City. Exchange Rate: Journal of Accounting, Entrepreneurship and Business, 6(2), 142-155.
Yuvita, H., Wahab, Z., &; Sulastri, S. (2019). The influence of brand image and sales promotion on purchasing decisions through brand equity (survey of Bank BNI Syariah customers in Palembang City). MIX: Scientific Journal of Management, 9(3), 293235.
Published
Issue
Section
License
Copyright (c) 2023 Widra Rahayu Farka, Sulastri Sulastri
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
