THE INFLUENCE OF BRAND IMAGE DIMENSIONS ON CONSUMER’S PURCHASE BEHAVIOR (THE CASE OF AGODA.COM)

Abstract

During the past decade, an increasing number of online hotel booking has been validating the
use of electronic commerce in the hotel industry. This study applies marketing theory aimed at
explaining the consumer’s purchase behavior over the hotel booking online in Jakarta. The
authors examine the influence of brand image dimensions (brand reputation, brand familiarity,
brand trustworthiness, and service excellence) on consumer’s purchase behavior. Based on a
survey of 120 consumers who booked a hotel online via AGODA.COM, a multiple linear
regression was used to test the proposed hypothetical relationships between brand image
dimensions and consumer’s purchase behavior. The findings indicate that all examined brand
dimensions above have a direct linear relationship with consumer’s purchase behavior, with
the service excellence is the most influential factor (standardized corfficient beta=0.263), while
brand reputation is the least (0.181). In the meantime, all the four brand dimensions together
explain 62.4% of the variant in the consumer’s purchase behavior.