COMPARATIVE STUDY OF BRAND EQUITY (A CASE STUDY OF TRAVELOKA.COM AND TIKET.COM)

Abstract

Tiket.com was established earlier than Traveloka.com as a website for online booking airplane ticket and travel. However, according to Top Brand Award and Alexa website ranking, Traveloka.com managed to be the number one in online website booking airplane ticket and travel. This study aims to determine whether there is a difference between the brand equity of Traveloka.com and Tiket.com. This research uses Quantitative Analysis on as much as 120 respondents of Traveloka.com and Tiket.com users in Jakarta taken with Purposive Sampling technique. This research uses a Multiple Discriminant Analysis (MDA) tool. The variables in this study include independent variables of brand awareness, brand association, perceived quality and brand loyalty from Traveloka.com and Tiket.com brand equity. The results of this study indicate that there are differences in brand equity of Traveloka.com and Tiket.com. In addition, the results of this study revealed that perceived quality is the most dominant variable in determining the difference between the brand equity Traveloka.com with Tiket.com.