THE ANALYSIS OF THE EFFECT OF HEALTH PROTOCOLS AND CUSTOMER'S TRUST ON PURCHASE INTENTION OF LION AIR PASSENGERS

Muhammad Farhan Abdurrahman, Andika Maulana, Cecep Pahrudin, Siti Krisnawati

Abstract


During this COVID-19 pandemic, most economic sectors have suffered a significant decline. Out of all of them, the airline industry is one of the industries that suffer the most. The travel restriction that has been imposed by the government limits the ability of the airline to perform at maximum capacity. The situation is worsened as presented by the research that shows air travel contributes to  the spread of the virus. This news damaged the reputation of air transport, and the customer's trust is lowered. To combat this, the government and the airline implemented health protocols that are intended to prevent the spread of the virus. By implementing this, they hope that they’ll regain customer's trust, and the customers will be more willing to use air transport again. The purpose of this study is to find out whether the health protocols and customer's trust have an influence on passenger's purchase intention. The data that is used in this study was collected from 100 Lion Air passengers who have flown during the pandemic. The result of this study shows that health protocols and customer's trust have an influence on passenger's purchase decisions of 42%.

Keywords


Health Protocols, Customer's Trust, Purchase Intention

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DOI: https://doi.org/10.25292/atlr.v4i0.398

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