THE ROLE OF BRAND CREDIBILITY TOWARDS PASSENGERS’ TRUST THROUGH SOCIAL MEDIA PROMOTION ON CITILINK DURING THE COVID-19 PANDEMIC

Tasya Ramadhani Adila, Yola Riska Amelia, Roswan Kasim, Muhamad Rofiq

Abstract


Since a COVID-19 pandemic entered Indonesia, the trust of passengers to use air transportation has decreased. Citilink stabilized its business during the pandemic through social media promotion to increase passengers’ trust. This study aims to determine how much influence brand credibility has on passengers’ trust mediated by social media promotion during the COVID-19 pandemic. This study used quantitative methods, with a non-probability sampling of 140 respondents, and was analyzed using SEM SMART PLS. The study result shows  a significantly positive effect between brand credibility and social media promotion, social media promotion with passenger trust, brand credibility with passengers’ trust, and brand credibility towards passengers’ trust mediated by social media promotion. Brand credibility on Citilink provides a strong signal with promotions through social media to generate passengers’ trust during the COVID-19 pandemic.

 


Keywords


Brand Credibility, Social Media Promotion, Passenger Trust

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DOI: https://doi.org/10.25292/atlr.v4i0.386

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