Localization Effectiveness and Brand Equity: The Case of Agoda in The Indonesian Domestic Travel Market

Suputra, Ida Bagus Putu Kawibhawa (2025) Localization Effectiveness and Brand Equity: The Case of Agoda in The Indonesian Domestic Travel Market. Masters thesis, Politeknik Negeri Bali.

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Abstract

This research explores the effectiveness of Agoda’s localization strategies in enhancing brand recognition among Indonesian domestic travelers. The study employs a mixed-method approach, combining quantitative data from 130 respondents with qualitative insights from in-depth interviews and focus group discussions (FGDs). Guided by theoretical frameworks including Push and Pull Tourism Motivation, Localization Marketing, Brand Equity, Relationship Marketing, Hofstede’s Cultural Dimensions, and the AIDA Model, the study assesses how linguistic, cultural, and technical localization strategies influence user perception and engagement. Quantitative findings reveal that linguistic localization has the most significant impact on brand equity, followed by cultural and technical factors. Qualitative insights further underscore the importance of clear Bahasa Indonesia interface, culturally resonant marketing visuals (such as using national celebrities), and localized payment methods like bank transfers and e-wallets. Thematic analysis identifies trust, ease of use, and cultural relevance as key mediators between localization and brand equity. Triangulation confirms that qualitative themes align closely with quantitative data, while also uncovering additional layers of user sentiment and behavioral drivers. The research concludes that effective localization—rooted in cultural understanding and technological adaptability—is essential for increasing Agoda’s competitiveness in Indonesia’s domestic market. The findings contribute to the academic discourse on localization marketing and brand engagement, offering practical recommendations for multinational OTAs seeking to resonate with culturally diverse audiences. Keywords: Localization Strategy, Brand Equity, Online Travel Agency, Indonesian Domestic Travel, Mixed Methods, Hofstede, Relationship Marketing, AIDA Model.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Localization Strategy, Brand Equity, Online Travel Agency
Subjects:	Ilmu Sosial Humaniora > Ilmu Sosial
Divisions:	Jurusan Pariwisata > Prodi S2 Perencanaan Pariwisata > Tesis
Depositing User:	Ida Bagus Putu Kawibhawa Suputra
Date Deposited:	19 Aug 2025 01:56
Last Modified:	19 Aug 2025 01:56
URI:	https://repository.pnb.ac.id/id/eprint/16154

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