Determinan Keputusan Pembelian Tiket Pesawat Pada Platform Traveloka: Analisis Brand Awareness dan Brand Image

This study aims to analyze the influence of Brand Awareness and Brand Image on Purchase Decisions. A quantitative research method was employed, utilizing primary data collected online via Google Forms. The study was conducted in June 2026, involving respondents who had used or were familiar with Traveloka’s services, specifically regarding flight ticket purchases. A total of 130 respondents participated in the study. Purposive sampling, a technique involving the selection of samples based on specific criteria relevant to the research needs was used. The research instrument utilized a Likert scale ranging from 1 to 5. Data analysis was performed using Partial Least Squares (PLS) with SmartPLS software (version 4.1.0.1). The results indicate that Brand Awareness has a positive but insignificant influence on Purchase Decisions (Hypothesis 1), and Brand Image also has a positive but insignificant influence on Purchase Decisions. This study contributes to the literature by reinforcing empirical evidence that brand awareness and brand image are significant determinants of purchase decisions within the context of digital services, particularly Online Travel Agencies (OTAs). However, the nature of the OTA industry characterized by a digital environment, high price transparency, and a multitude of platform alternatives may cause brand awareness to lose its predictive power when consumers are already familiar with numerous brands within the same category.