Alysia Febrin, Widya Yuniar Putri, Edhie Budi Setiawan, Erni Pratiwi Perwitasari


In the aviation sphere, e-business plays a crucial role in-market products and services over the Internet. The airline to be discussed in this paper is Indonesia AirAsia, one of the airline companies which has implemented e-business. This research aims at acquiring evidence about the role of customer trust and the effects of brand image, and brand awareness on purchase intention through the airline’s application or website. This research employed SEM-PLS (Partial Least Square) with a sample of 100 objects. The objects of this research were users of AirAsia services. The results showed that there was a significant, positive relationship between Corporate Image and Purchase Intention since a good corporate image would build trust in the customers, and hence, rid them of the doubt to purchase. Corporate Image and Customer Trust were also found to be significantly related since the company’s management built a good image of the company and, in turn, built customer trust as well. Furthermore, Corporate Image and Brand Awareness were proven to significantly affect Purchase Intention through the mediation of Customer Trust.


Corporate Image, Brand Awareness, Customer Trust, Purchase Intention

Full Text:



Aaker, David A. 1996. “Measuring Brand Equity Across Products and Markets.” California Management Review 38(3):102–20.

Aaker, David A., and Kevin Lane Keller. 1990. “Consumer Evaluations of Brand Extensions.” Journal of Marketing 54(1):27–41.

Aisya, Anisa, Binti Khalil, With Honours, Faculty Of, Business Management, and Universiti Teknologi Mara. 2013. “THE MODERATING EFFECTS OF CORPORATE IMAGE : THE INFLUENCE OF SERVICE QUALITY AND TRUST ON PURCHASE INTENTION.”

Amal, Khairul, and Hafasnuddin. 2017. “Pengaruh Harga Dan Kepercayaan Terhadap Niat Pembelian Online Dengan Persepsi Nilai Sebagai Variabel Mediasi ( Studi Pada Konsumen Blibli . Com Di Kota Banda Aceh ).” Ilmiah Mahasiswa Ekonomi Manajemen 2(1):252–66.

Asia, Analisa E-business A. I. R. 2014. “Analisa E-Business Air Asia.”

Bauer, Hans H., Mark Grether, and Mark Leach. 2002. “Building Customer Relations over the Internet.” Industrial Marketing Management 31(2):155–63.

Chin, Wynne W., and Peter R. Newsted. 1999. “Structural Equation Modeling Analysis with Small Samples Using Partial Least Squares.” Statistical Strategies for Small Sample Research 1(1):307–41.

Han, Sung Ho, Bang Nguyen, and Timothy J. Lee. 2015. “Consumer-Based Chain Restaurant Brand Equity, Brand Reputation, and Brand Trust.” International Journal of Hospitality Management 50:84–93.

Hopkins, Lucas. 2014. “Partial Least Squares Structural Equation Modeling ( PLS-SEM ) An Emerging Tool in Business Research.” (September).

Hutter, Katja, Julia Hautz, Severin Dennhardt, and Johann Füller. 2013. “The Impact of User Interactions in Social Media on Brand Awareness and Purchase Intention: The Case of MINI on Facebook.” Journal of Product and Brand Management 22(5):342–51.

Kapferer, Jean-Noel. 2008. The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term. Kogan Page Publishers.

Kasali, Rhenald. 2003. “Manajemen Public Relations.” Grafiti: Jakarta.

Keller, Kevin Lane. 1993. “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity.” Journal of Marketing 57(1):1–22.

Kotler, Philip, and Kevin Lane Keller. 2012. Marketing Management.

Lemmink, Jos, Annelien Schuijf, and Sandra Streukens. 2003. “The Role of Corporate Image and Company Employment Image in Explaining Application Intentions.” Journal of Economic Psychology 24(1):1–15.

Lin, Long Yi. 2011. “International Journal of Research in Management ISSN 2249-5908 Issue2, Vol. 2 (March-2012).” 3(1):15–29.

Lin, Long Yi, and C. Y. Ching Yuh. 2010. “The Influence of Corporate Image, Relationship Marketing, and Trust on Purchase Intention: The Moderating Effects of Word of mouth.” Tourism Review 65(3):16–34.

Ringle, Christian M., and Rudolf R. Sinkovics. 2009. “The Use of Partial Least Squares Path Modeling in International Marketing THE USE OF PARTIAL LEAST SQUARES PATH MODELING IN INTERNATIONAL MARKETING.” 7979.

Setiawan, Edhie Budi, Sumirah Wati, Aditya Wardana, and Ridho Bramulya Ikhsan. 2020. “Building Trust through Customer Satisfaction in the Airline Industry in Indonesia: Service Quality and Price Fairness Contribution.” Management Science Letters 10(5):1095–1102.

Spears, Nancy, and Surendra N. Singh. 2004. “Measuring Attitude toward the Brand and Purchase Intentions.” Journal of Current Issues & Research in Advertising 26(2):53–66.

Sukmawati, Ida. 2015. “Pengaruh Kualitas Pelayanan Dimediasi Kepuasan Pelanggan Dan Kepercayaan Pelanggan Terhadap Loyalitas Pelanggan Pada Pt Air Manado.” Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi 3(3):729–42.

Tarigan, Riswan, and Hansel Bagus Tritama. 2016. “The Effect of Social Media to the Brand Awareness of A Product of A Company.” CommIT (Communication and Information Technology) Journal 10(1):9.

Turban, Daniel B., and Daniel M. Cable. 2003. “Firm Reputation and Applicant Pool Characteristics.” Journal of Organizational Behavior 24(6):733–51.



  • There are currently no refbacks.

Copyright (c) 2020 Advances in Transportation and Logistics Research

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Advances in Transportation and Logistics Research

ISSN: 2622-5778 (online)
Published by: Institut Transportasi dan Logistik Trisakti, Jakarta - Indonesia

ATLR by is licensed under a Creative Commons Attribution 4.0 International License.