Perceived Value, e-WOM, and Trust as Driving Factors for Purchase Intention at Umrah Travel Agencies in Pekanbaru City

Tahany Nur Fadhilah Jupri; Nurafni Rubiyanti; Arry Widodo

doi:10.55927/fjmr.v4i12.620

Authors

Tahany Nur Fadhilah Jupri Telkom University
Nurafni Rubiyanti Telkom University
Arry Widodo Telkom University

DOI:

https://doi.org/10.55927/fjmr.v4i12.620

Keywords:

Perceived Value, Electronic Word of Mouth, Trust, Purchase Intention, Umroh Travel Agency

Abstract

The Umrah travel industry in Indonesia, including Pekanbaru, is growing rapidly but also facing rising fraud and contract breaches, creating a trust crisis among pilgrims. This study proposes a theoretical model linking perceived value and electronic word of mouth (e-WOM) to purchase intention, with trust as a mediating variable in high-credence Umrah services. The framework is grounded in the Theory of Planned Behavior and Trust Theory to explain how attitudes, subjective norms, perceived behavioral control, and trust (integrity, ability, benevolence) shape purchasing decisions toward Umrah agencies in Pekanbaru. The model will be empirically tested using a quantitative cross-sectional online survey of approximately 300 individuals with experience or interest in Umrah, analyzed with Partial Least Squares (PLS) 3.9. Theoretically, this research enriches literature on religious consumer behavior and relationship marketing. Practically, it offers guidance for Umrah agencies in designing value-based strategies, managing e-WOM, and strengthening trust to enhance purchase intention and long-term reputation in a competitive market.

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