Abstract: This research is motivated by the tight competition of Online Travel Agent business in Indonesia. It impact the merk performance of an Online Travel Agent Tiket.com in the last two years and causes a decrease of 1,6%. This study is aimed at showing the influence of Brand Awareness, Brand Image, and Brand Loyalty to the consumer purchase decision through merk attitudes on Online Travel Agent Tiket.com.
The data obtained are taken from 100 respondents who are users of Online Travel Agent Tiket.com and are taken by using purposive sampling. The analysis method used in this study is quantitative method including validity and reliability test, classic assumption test, multiple regression analysis, T test, F test, and coefficient determination using SPSS analysis tool.
The result of this study shows that merk awareness, merk image, and merk loyalty have such possitive and significant effect to merk attitude. While merk attitude have such possitive and significant effect to the consumer purchase decision.
Keywords: merk awareness, merk image, merk loyalty, merk attitude
Penulis: Firdha Apsyari, Susilo Toto Raharjo
Kode Jurnal: jpmanajemendd180417
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