Mediasi Trust pada Pengaruh Brand Image, e Wom, Service Quality terhadap Kaputusan Pembelian Jasa Open Trip

Abstract

ALEX SANDIO MORANTIKA. Mediasi Trust pada Pengaruh Brand Image, e Wom, Service Quality terhadap Kaputusan Pembelian Jasa Open Trip. Dibimbing oleh Dr. Tanti Novianti, S.P., M.Si. dan Anita Primaswari Widhiani, S.P., M.Si. Perkembangan wisata berbasis alam mendorong pertumbuhan industri jasa open trip, namun persaingan yang semakin ketat dan tingginya arus informasi digital menuntut penyedia jasa untuk mengelola brand image, e-WOM, kualitas layanan, dan trust konsumen. Penelitian ini bertujuan menganalisis pengaruh brand image, e-WOM, dan kualitas layanan terhadap keputusan pembelian jasa open trip Tiga Dewa Adventure Indonesia dengan trust sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif melalui survei terhadap 169 responden yang pernah menggunakan jasa Tiga Dewa Adventure Indonesia. Data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (SEM-PLS) dengan SmartPLS. Hasil penelitian menunjukkan bahwa kualitas layanan memiliki pengaruh langsung terbesar terhadap keputusan pembelian (koefisien jalur = 0,395; p < 0,05). Selain itu, trust terbukti memediasi secara signifikan pengaruh brand image (0,107; p = 0,009), e-WOM (0,106; p = 0,002), dan kualitas layanan (0,088; p = 0,010) terhadap keputusan pembelian. Rekomendasi penelitian diarahkan pada peningkatan kualitas layanan, penguatan trust konsumen, pengelolaan e-WOM, serta pemeliharaan brand image secara konsisten

ALEX SANDIO MORANTIKA. The Mediation Role of Trust in the Influence of Brand Image, e-WOM, and Service Quality on the Purchase Decision of Open Trip Services. Supervised by Dr. Tanti Novianti, S.P., M.Si. and Anita Primaswari Widhiani, S.P., M.Si. The growth of nature-based tourism has encouraged the expansion of the open trip service industry. However, increasing competition and the rapid flow of digital information require service providers to effectively manage brand image, electronic word-of-mouth (e-WOM), service quality, and consumer trust. This study aims to examine the effects of brand image, e-WOM, and service quality on purchasing decisions for open trip services at Tiga Dewa Adventure Indonesia, with trust as a mediating variable. A quantitative approach was employed using a survey of 169 respondents who had previously used the company's services. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The results show that service quality has the strongest direct effect on purchasing decisions (path coefficient = 0.395, p < 0.05). Furthermore, trust significantly mediates the effects of brand image (0.107, p = 0.009), e-WOM (0.106, p = 0.002), and service quality (0.088, p = 0.010) on purchasing decisions. The findings suggest that companies should prioritize improving service quality, strengthening consumer trust, managing e-WOM, and consistently maintaining a positive brand image.