The Effect of Brand Image, E-Service Quality, and Customer Value on Decisions to Use Traveloka in Semarang

Traveloka’s existence in Indonesia makes it one of the major online travel agents that are in demand by the Indonesian people to fulfill their travel needs. However, in the last few years there has been a tendency to decrease in sales as indicated by data on the decrease in the percentage of sales in 2016-2020. This study aims to determine the effect of brand image, e-service quality, and customer value on purchasing decisions at Traveloka online travel agents. This type of research is explanatory research with sampling using non-probability sampling technique. Data collection is done by using google form. The sample used is 100 respondents who have used purchases at Traveloka online travel agents in Semarang City. This research uses validity test, reliability test, relation coefficient, coefficient of determination, simple regression, multiple regression, t-test significance, and f-test supported by SPSS. The results obtained in this study are brand image, e- service quality, and customer value, which individually or collectively affect purchasing decisions at Traveloka online travel agents. Based on the results of the analysis that has been carried out, the researchers suggest Traveloka to improve the platform design, optimize services for Traveloka users’ complaints and provide a fast and personalized response. Companies are advised to provide training, direction, and attention to customer service in order to provide the best service. In addition, it is recommended to improve service quality intensively so that the benefits (results) obtained by buyers/users are in accordance with the effort and costs incurred, evaluate customer experience, and optimize the recommendation feature.