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Jurnal Bisnis, Ekonomi, Manajemen, dan Kewirausahaan Abnus Publisher

Effect of Risk Perception, Promotion, and Brand Trust on Purchase Intention Post-COVID-19 Era

2021-11-30
Published
83-93
Pages
OPEN
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KI
Khilyatin Ikhsani
Program Studi, Pajak Politeknik Keuangan Negara STAN, Tangerang Selatan, Indonesia
CW
Christina Catur Widayati
Fakultas Ekonomi dan Bisnis Universitas Mercu Buana, Jakarta, Indonesia
NW
Nur Endah Retno Wuryandari
Fakultas Bisnis dan Ilmu Sosial, Universitas Dian Nusantara, Jakarta, Indonesia
Abstract

Purpose: This study aims to determine the effects of risk perception on purchase intention, promotions on purchase intention, and brand trust on purchase intention of Traveloka Post-COVID-19.

Research Methodology: The research design was explanatory. The sampling technique in this study was based on the theory of hair five times indicators and filling out a questionnaire using the accidental sampling method but still met the predetermined criteria. The sampling technique was purposive sampling with the population of Tangerang City. The quantitative analysis method used the SMART PLS tool.

Results: The results of this study show that risk perception has a positive and significant effect on purchase intention, promotion has a positive effect on purchase intention, and brand trust has no effect on purchase intention.

Conclusions: This study reveals that perceived risk and promotion have a significant positive impact on the purchase intention of Traveloka users post-COVID-19. However, brand trust does not significantly influence purchase intention. The results indicate that Traveloka’s promotional efforts, coupled with a decrease in perceived risk, have the potential to significantly encourage consumer purchase intention, whereas brand trust alone is insufficient in driving purchase behavior in the post-pandemic context.

Limitations: This study is limited to the population of Traveloka consumers in the city of Tangerang, which may not fully represent the wider consumer base across Indonesia. Additionally, the research utilizes a cross-sectional design, capturing data at a specific point in time. Future research could expand the scope by considering a broader geographical area and longitudinal data to track the changes in consumer behavior over time. Moreover, other variables such as electronic word-of-mouth (e-WOM), price sensitivity, and brand awareness could be explored to enrich the findings.

Contributions: This research contributes to the understanding of post-COVID-19 consumer behavior in the online travel industry, specifically focusing on the roles of perceived risk, promotion, and brand trust in shaping purchase intentions. The findings provide valuable insights for businesses like Traveloka in refining their marketing strategies, particularly in times of crisis. The study highlights the importance of managing perceived risks and enhancing promotional efforts to increase consumer purchase intentions in the tourism sector.

Brand Trust Perceived Risk Promotion Purchase Intetion
How to Cite
Ikhsani, K., Widayati, C. C. ., & Wuryandari, N. E. R. . (2021). Effect of Risk Perception, Promotion, and Brand Trust on Purchase Intention Post-COVID-19 Era. Jurnal Bisnis, Ekonomi, Manajemen, Dan Kewirausahaan , 1(2), 83-93. https://doi.org/10.52909/jbemk.v1i1.31
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How to Cite

Ikhsani, K., Widayati, C. C. ., & Wuryandari, N. E. R. . (2021). Effect of Risk Perception, Promotion, and Brand Trust on Purchase Intention Post-COVID-19 Era. Jurnal Bisnis, Ekonomi, Manajemen, Dan Kewirausahaan , 1(2), 83-93. https://doi.org/10.52909/jbemk.v1i1.31
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