THE EFFECT OF BRAND IMAGE AND BRAND TRUST ON HOTEL BOOKING PURCHASE DECISIONS IN THE AGODA APPLICATION

Abstract

The rapid development of technology and the increasingly diverse market demands drive business growth and innovation to meet market desires. The competitive market environment compels every company to establish consumer image and trust to maintain their presence in society. The study aimed to understand how Brand Image and Brand Trust affected purchasing decisions for hotel bookings on the Agoda Application. The research used a quantitative method involving a sample of 60 respondents, and the distribution of questionnaires was facilitated through Google Forms. The sampling technique used in this research was convenience sampling, with participants who had conducted transactions on the Agoda Application. Both primary and secondary data were used in this study. The research employed Partial Least Squares (PLS) analysis, including validity tests, reliability tests, and hypothesis testing. The research findings indicated that brand image and trust significantly and positively affected purchasing decisions