An effort to enhancing consumer purchase intention post-COVID 19 in the pilgrimage and small-pilgrimage service provider of BONITA
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Abstract
In recent days, there has been an increasing interest towards achieving sustainable global tourism objectives specifically to Saudi Arabia. The benefits can be maximized if the government is successful in attracting current pilgrims and influence their future intention to visit the country as tourists through the service provider in Muslim countries. Hence, the purpose of this paper is to measure pilgrims’ and small-pilgrimage’s purchase intentions by the effect of electronic word of mouth, price, and brand image through mediating model on service providers in Indonesia. By the technique of purposive with two criteria, we received as many as 80 online questionnaires returned, and it then conducted data analysis by assisting Smart PLS latest version. Results stated that price didn’t affect any outcomes, while E-WOM effects are in line with expectation.
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How to Cite
Fuady, H., Kurnia Sari, D. and Games, D. (2022) “An effort to enhancing consumer purchase intention post-COVID 19 in the pilgrimage and small-pilgrimage service provider of BONITA”, Jurnal Mantik, 6(3), pp. 3033-3040. doi: 10.35335/mantik.v6i3.2805.
References
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Bhutto, M. H., Tariq, B., Azhar, S., Ahmed, K., Khuwaja, F. M., & Han, H. (2022). Predicting consumer purchase intention toward hybrid vehicles: testing the moderating role of price sensitivity. European Business Review, 34(1), 62–84. https://doi.org/10.1108/EBR-10-2019-0274
Cravens, D. W., & Piercy, N. F. (2009). Strategic Marketing. McGraw-Hill/Irwin.
Dunn, W. R., Lyman, S., & Marx, R. (2003). Research methodology. Arthroscopy - Journal of Arthroscopic and Related Surgery, 19(8), 870–873. https://doi.org/10.1016/S0749-8063(03)00705-9
Games, D., Hidayat, T., Fhardilha, J., Fernando, Y., & Sari, D. K. (2022). The Impact of Trust, Knowledge Sharing, and Affective Commitment on SME Innovation Performance. Journal of Governance and Integrity, 5(2), 267–274. https://doi.org/10.15282/jgi.5.2.2022.7184
Guha, S., Mandal, A., & Kujur, F. (2021). The social media marketing strategies and its implementation in promoting handicrafts products: a study with special reference to Eastern India. Journal of Research in Marketing and Entrepreneurship, 23(2), 339–364. https://doi.org/10.1108/JRME-07-2020-0097
Han Ji-Soo. (2017). Effects of Brand Image on Purchase Intention and Brand Loyalty: Focused on Mediating Role of the Brand Trust. Culinary Science & Hospitality Research, 23(2), 135–145. https://doi.org/10.20878/cshr.2017.23.2.014
Handriana, T., Yulianti, P., & Kurniawati, M. (2020). Exploration of pilgrimage tourism in Indonesia. Journal of Islamic Marketing, 11(3), 783–795. https://doi.org/10.1108/JIMA-10-2018-0188
Hidayat, T., Fahmy, R., Sari, D. K., Mergeresa, F., & Fernando, Y. (2021). COVID 19 Outbreak Effect on Leadership, Job Satisfaction, And Turnover Intention: A Mediating Model of Indonesian Banking Sector. International Journal of Industrial Management, 10(1), 113–128. https://doi.org/10.1.2021.6011
Hien, N. N., Phuong, N. N., van Tran, T., & Thang, L. D. (2020). The effect of country-of-origin image on purchase intention: The mediating role of brand image and brand evaluation. Management Science Letters, 10(6), 1205–1212. https://doi.org/10.5267/j.msl.2019.11.038
Juliana, J., Arifin, D., Rudy, P., & Edison, H. (2020). Brand Image , Perceived Quality , Ease of Use , Trust , Price , Service Quality on Customer Satisfaction and Purchase Intention of Blibli Website With Digital Technology As Dummy Variable in the Use. Journal of Critical Reviews, 7(11), 3987–4000.
Kazmi, A., & Mehmood, Q. S. (2016). The effect of electronic word of mouth communication and brand image on purchase intention: A case of consumer electronics in Haripur, Pakistan. Management Science Letters, 6, 409–508. https://doi.org/10.5267/j.msl.2016.5.003
Kementerian Agama RI. (2020). Keputusan Menteri Agama Nomor 719 tahun 2020 Tentang Pedoman Penyelengaraan Perjalanan Ibdah Umrah Pasa Masa Pandemi COVID-19 (p. 9).
Khaleeli, M., Oswal, N., & Sleem, H. (2021). The moderating effect of price consciousness on the relationship between green products purchase intention and customers’ purchase behavior: Does environmental knowledge matters? ,. Management Science Letters, 11, 1651–1658. https://doi.org/10.5267/j.msl.2020.12.007
Kim, G. Y., & Hong, J. H. (2009). Relationships between Consumers’ Perceived Risk, Quality, and Value and Purchase Intention?: Focused on the Moderating Role of Price Levels. The Korean Journal of Culinary Research, 15(4), 299–312.
Novis, J. Van. (2022). The Company Profile of BONITA Anugrah Pratama.
Nuseir, M. T. (2019). The impact of electronic word of mouth (e-WOM) on the online purchase intention of consumers in the Islamic countries – a case of (UAE). Journal of Islamic Marketing, 10(3), 759–767. https://doi.org/10.1108/JIMA-03-2018-0059
Pratama, Z. P., Sari, D. K., Games, D., & Hidayat, T. (2021). Covid 19 Pandemic?: Enhancing Customer Loyalty To Traditional Market Existence. Enrichment: Journal of Management, 12(1), 152–157.
Razy, F. F., & Lajevardi, M. (2015). Investigating Relationship between Brand Image , Price Discount and Purchase Intention. Journal of Marketing and Consumer Research, 17(2000), 49–56.
Yulianto, H., Sutomo, Y., Palupiningtyas, D., & Nugraheni, K. S. (2021). Investigating the role of interactive social media and halal brand equity on purchase decision-making: direct and indirect effects. Measuring Business Excellence, September. https://doi.org/10.1108/MBE-02-2021-0025
Yunus, N. H., Md Ariff, M. S., Mohd Som, N., Zakuan, N., & Sulaiman, Z. (2016). The mediating effect of brand image between electronic word of mouth and purchase intention in social media. Advanced Science Letters, 22(10), 3176–3180. https://doi.org/10.1166/asl.2016.7999
Zheng, G. W., Akter, N., Siddik, A. B., & Masukujjaman, M. (2021). Organic foods purchase behavior among generation y of bangladesh: The moderation effect of trust and price consciousness. Foods, 10(10). https://doi.org/10.3390/foods10102278
Anismar, Satria, D., & Ali, M. (2018). Religious tourism: Concept of community-based tourism in aceh singkil, indonesia. Emerald Reach Proceedings Series, 1, 283–288. https://doi.org/10.1108/978-1-78756-793-1-00086
Arif, M. E. (2019). The Influence of Electronic Word of Mouth (E-WOM), Brand Image, and Price on Purchase Intention of Airline Customers. Journal of Applied Management, 2011(30), 345–356.
Bhutto, M. H., Tariq, B., Azhar, S., Ahmed, K., Khuwaja, F. M., & Han, H. (2022). Predicting consumer purchase intention toward hybrid vehicles: testing the moderating role of price sensitivity. European Business Review, 34(1), 62–84. https://doi.org/10.1108/EBR-10-2019-0274
Cravens, D. W., & Piercy, N. F. (2009). Strategic Marketing. McGraw-Hill/Irwin.
Dunn, W. R., Lyman, S., & Marx, R. (2003). Research methodology. Arthroscopy - Journal of Arthroscopic and Related Surgery, 19(8), 870–873. https://doi.org/10.1016/S0749-8063(03)00705-9
Games, D., Hidayat, T., Fhardilha, J., Fernando, Y., & Sari, D. K. (2022). The Impact of Trust, Knowledge Sharing, and Affective Commitment on SME Innovation Performance. Journal of Governance and Integrity, 5(2), 267–274. https://doi.org/10.15282/jgi.5.2.2022.7184
Guha, S., Mandal, A., & Kujur, F. (2021). The social media marketing strategies and its implementation in promoting handicrafts products: a study with special reference to Eastern India. Journal of Research in Marketing and Entrepreneurship, 23(2), 339–364. https://doi.org/10.1108/JRME-07-2020-0097
Han Ji-Soo. (2017). Effects of Brand Image on Purchase Intention and Brand Loyalty: Focused on Mediating Role of the Brand Trust. Culinary Science & Hospitality Research, 23(2), 135–145. https://doi.org/10.20878/cshr.2017.23.2.014
Handriana, T., Yulianti, P., & Kurniawati, M. (2020). Exploration of pilgrimage tourism in Indonesia. Journal of Islamic Marketing, 11(3), 783–795. https://doi.org/10.1108/JIMA-10-2018-0188
Hidayat, T., Fahmy, R., Sari, D. K., Mergeresa, F., & Fernando, Y. (2021). COVID 19 Outbreak Effect on Leadership, Job Satisfaction, And Turnover Intention: A Mediating Model of Indonesian Banking Sector. International Journal of Industrial Management, 10(1), 113–128. https://doi.org/10.1.2021.6011
Hien, N. N., Phuong, N. N., van Tran, T., & Thang, L. D. (2020). The effect of country-of-origin image on purchase intention: The mediating role of brand image and brand evaluation. Management Science Letters, 10(6), 1205–1212. https://doi.org/10.5267/j.msl.2019.11.038
Juliana, J., Arifin, D., Rudy, P., & Edison, H. (2020). Brand Image , Perceived Quality , Ease of Use , Trust , Price , Service Quality on Customer Satisfaction and Purchase Intention of Blibli Website With Digital Technology As Dummy Variable in the Use. Journal of Critical Reviews, 7(11), 3987–4000.
Kazmi, A., & Mehmood, Q. S. (2016). The effect of electronic word of mouth communication and brand image on purchase intention: A case of consumer electronics in Haripur, Pakistan. Management Science Letters, 6, 409–508. https://doi.org/10.5267/j.msl.2016.5.003
Kementerian Agama RI. (2020). Keputusan Menteri Agama Nomor 719 tahun 2020 Tentang Pedoman Penyelengaraan Perjalanan Ibdah Umrah Pasa Masa Pandemi COVID-19 (p. 9).
Khaleeli, M., Oswal, N., & Sleem, H. (2021). The moderating effect of price consciousness on the relationship between green products purchase intention and customers’ purchase behavior: Does environmental knowledge matters? ,. Management Science Letters, 11, 1651–1658. https://doi.org/10.5267/j.msl.2020.12.007
Kim, G. Y., & Hong, J. H. (2009). Relationships between Consumers’ Perceived Risk, Quality, and Value and Purchase Intention?: Focused on the Moderating Role of Price Levels. The Korean Journal of Culinary Research, 15(4), 299–312.
Novis, J. Van. (2022). The Company Profile of BONITA Anugrah Pratama.
Nuseir, M. T. (2019). The impact of electronic word of mouth (e-WOM) on the online purchase intention of consumers in the Islamic countries – a case of (UAE). Journal of Islamic Marketing, 10(3), 759–767. https://doi.org/10.1108/JIMA-03-2018-0059
Pratama, Z. P., Sari, D. K., Games, D., & Hidayat, T. (2021). Covid 19 Pandemic?: Enhancing Customer Loyalty To Traditional Market Existence. Enrichment: Journal of Management, 12(1), 152–157.
Razy, F. F., & Lajevardi, M. (2015). Investigating Relationship between Brand Image , Price Discount and Purchase Intention. Journal of Marketing and Consumer Research, 17(2000), 49–56.
Yulianto, H., Sutomo, Y., Palupiningtyas, D., & Nugraheni, K. S. (2021). Investigating the role of interactive social media and halal brand equity on purchase decision-making: direct and indirect effects. Measuring Business Excellence, September. https://doi.org/10.1108/MBE-02-2021-0025
Yunus, N. H., Md Ariff, M. S., Mohd Som, N., Zakuan, N., & Sulaiman, Z. (2016). The mediating effect of brand image between electronic word of mouth and purchase intention in social media. Advanced Science Letters, 22(10), 3176–3180. https://doi.org/10.1166/asl.2016.7999
Zheng, G. W., Akter, N., Siddik, A. B., & Masukujjaman, M. (2021). Organic foods purchase behavior among generation y of bangladesh: The moderation effect of trust and price consciousness. Foods, 10(10). https://doi.org/10.3390/foods10102278
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