The effects of perceived ease of use, electronic word of mouth and content marketing on purchase decision

Purchasing decisions on the Traveloka application has experienced a significant decline since the Covid-19 pandemic outbreak. Ticket returns and refunds that occur due to travel restrictions have resulted in a decline in Traveloka's brand image. This study aims to analyze how brand ima...

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Autores principales:	Asnawati Asnawati, Maryam Nadir, Wirasmi Wardhani, Made Setini
Formato:	article
Lenguaje:	EN
Publicado:	Growing Science 2022
Materias:	Social Sciences H Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/f634a89f1c1749ea8a2350ce3a9e1ba8
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spelling	oai:doaj.org-article:f634a89f1c1749ea8a2350ce3a9e1ba82021-11-10T14:30:41ZThe effects of perceived ease of use, electronic word of mouth and content marketing on purchase decision2561-81482561-815610.5267/j.ijdns.2021.10.001https://doaj.org/article/f634a89f1c1749ea8a2350ce3a9e1ba82022-01-01T00:00:00Zhttp://www.growingscience.com/ijds/Vol6/ijdns_2021_82.pdfhttps://doaj.org/toc/2561-8148https://doaj.org/toc/2561-8156 Purchasing decisions on the Traveloka application has experienced a significant decline since the Covid-19 pandemic outbreak. Ticket returns and refunds that occur due to travel restrictions have resulted in a decline in Traveloka's brand image. This study aims to analyze how brand image mediates the effect of perceived ease of use, electronic word of mouth and content marketing towards ticket purchasing decisions on the Traveloka application which was conducted on 130 respondents using the Traveloka application. The research was conducted in June 2021 with data analysis using SmartPLS 3.2.0 software. The results show that perceived ease of use had a negative impact on purchasing decisions, either directly or indirectly through brand image. Electronic word of mouth had a positive impact on purchasing decisions either directly or indirectly through brand image. Content marketing had a negative and significant impact on purchasing decisions, while indirectly through brand image had a positive and significant impact. The role of brand image was very important in increasing the effect of perceived ease of use, electronic word of mouth and content marketing towards purchasing decisions.Asnawati AsnawatiMaryam NadirWirasmi WardhaniMade SetiniGrowing SciencearticleSocial SciencesHManagement. Industrial managementHD28-70ENInternational Journal of Data and Network Science, Vol 6, Iss 1, Pp 81-90 (2022)
institution	DOAJ
collection	DOAJ
language	EN
topic	Social Sciences H Management. Industrial management HD28-70
spellingShingle	Social Sciences H Management. Industrial management HD28-70 Asnawati Asnawati Maryam Nadir Wirasmi Wardhani Made Setini The effects of perceived ease of use, electronic word of mouth and content marketing on purchase decision
description	Purchasing decisions on the Traveloka application has experienced a significant decline since the Covid-19 pandemic outbreak. Ticket returns and refunds that occur due to travel restrictions have resulted in a decline in Traveloka's brand image. This study aims to analyze how brand image mediates the effect of perceived ease of use, electronic word of mouth and content marketing towards ticket purchasing decisions on the Traveloka application which was conducted on 130 respondents using the Traveloka application. The research was conducted in June 2021 with data analysis using SmartPLS 3.2.0 software. The results show that perceived ease of use had a negative impact on purchasing decisions, either directly or indirectly through brand image. Electronic word of mouth had a positive impact on purchasing decisions either directly or indirectly through brand image. Content marketing had a negative and significant impact on purchasing decisions, while indirectly through brand image had a positive and significant impact. The role of brand image was very important in increasing the effect of perceived ease of use, electronic word of mouth and content marketing towards purchasing decisions.
format	article
author	Asnawati Asnawati Maryam Nadir Wirasmi Wardhani Made Setini
author_facet	Asnawati Asnawati Maryam Nadir Wirasmi Wardhani Made Setini
author_sort	Asnawati Asnawati
title	The effects of perceived ease of use, electronic word of mouth and content marketing on purchase decision
title_short	The effects of perceived ease of use, electronic word of mouth and content marketing on purchase decision
title_full	The effects of perceived ease of use, electronic word of mouth and content marketing on purchase decision
title_fullStr	The effects of perceived ease of use, electronic word of mouth and content marketing on purchase decision
title_full_unstemmed	The effects of perceived ease of use, electronic word of mouth and content marketing on purchase decision
title_sort	effects of perceived ease of use, electronic word of mouth and content marketing on purchase decision
publisher	Growing Science
publishDate	2022
url	https://doaj.org/article/f634a89f1c1749ea8a2350ce3a9e1ba8
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The effects of perceived ease of use, electronic word of mouth and content marketing on purchase decision

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