THE EFFECT OF BRAND TRUST AND SERIVCE RECOVERY TO PURCHASE DECISION ON GARUDA INDONESIA DURING THE COVID-19 PANDEMIC

Ayu Dhea Chaerani, Annisa Nur Azizah, Irwan Chairuddin, Erny Sulistyaningsih

Abstract


This study aims to determine the effect of Brand Trust and Service Recovery on Purchase Decisions on the Garuda Indonesia airline. In general, the Company's operating income in the 1st quarter of 2020 decreased by approximately 33% compared to the same period last year. This research used quantitative methods. Data collection was carried out by distributing questionnaires to 150 people who had used the Garuda Indonesia airline. This study used an analytical technique pathway. The results show that Brand Trust and Service Recovery have a positive influence on Purchase Decisions. This conclusion is obtained from the results of t test with a significance value of 0,000 < 0.05. Thus H1, H2, H3 are proven, that there is a significant influence of Brand Trust and Service Recovery towards Purchase Decision.


Keywords


Brand Trust, Service Recovery, Purchase Decision, Trust, Service

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References


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DOI: https://doi.org/10.25292/atlr.v3i0.278

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