THE IMPACT NEGATIVE WORD OF MOUTH FROM NEGATIVE ARTICLE : STUDY CASE LION AIR

Hasna Ghaina Shafa, Sabrina Luthfany S, Theresye Yoanyta Octora, Marlina Iryatie

Abstract


This research was conducted to discuss the influence of negative reviews and news or Negative Word Of Mouth from Lion Air airlines on Brand Image mediated by Customer Trust. Some customers give negative reviews about Lion Air on social media and online articles and disseminate negative news related to complaints from Lion Air airlines. The variables used in this study are Negative Word Of Mouth, Brand Image, and Customer Trust. In this study, 150 respondents distributed questionnaires to Lion Air passengers from 2019 to 2021. The data of this study were analyzed using SEM PLS.  This study proves a significant relationship between NWOM to Customer Trust and Brand Image to Customer Trust. However, there is evidence that the relationship between NWOM to Brand Image is insignificant in this study. In addition, there are also no significant results that NWOM influences brand image mediated by Customer Trust.


Keywords


Negative Word of Mouth, Brand Image, Customer Trust

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DOI: https://doi.org/10.25292/atlr.v4i0.471

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