ANALYSIS OF FACTORS INFLUENCING TRAVELOKA BRAND AWARENESS AS LEADING SECTOR IN TRAVELLING, TICKETING AND HOTEL BOOKING

Abstract

This research aims to analyze the factors that influence Traveloka brand awareness. The factors that are focused on in this research include advertising, taglines, brand ambassadors, and electronic word of mouth (E-WOM). Brand awareness is a key element in building a strong brand image and increasing consumer loyalty. In the context of Traveloka, as one of the leading e-commerce platforms in travelling, ticketing and hotel booking, understanding the factors that influence brand awareness can provide valuable insights for more effective marketing and brand development strategies. The research method used in this research is explanatory research with a quantitative approach and the research method used by the author is a survey. Research results The results of this research show that there is no significant influence of advertising on Brand Awareness, there is a significant influence of Tagline on Brand Awareness, there is a significant influence of Brand Ambassadors on Brand Awareness, there is a significant influence of electronic word of mouth on Brand Awareness.