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THE ROLE OF CUSTOMER TRUST IN MEDIATING INFLUENCE OF BRAND IMAGE AND BRAND AWARENESS OF THE PURCHASE INTENTION IN AIRLINE TICKETS ONLINE

Arya Krisna Pramudya · Achmad Sudiro · Sunaryo Sunaryo

26 citations0/0 files storedJurnal Aplikasi Manajemen

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Consumer Behavior and Marketing Influence Customer Service Quality and Loyalty Consumer Behavior in Brand Consumption and Identification

Abstract

Developments in technology, has facilitated the public in obtaining information. One of the information technologies is the internet which penetrated into every aspect of life, especially in the world of business. The progress in the information technologies has increased business competition, particularly in the airline industry. The purpose of this study was to obtain empirical evidence related to the role of customer trust in mediating influence of brand image and brand awareness of the purchase intention in airline tickets online. This study using SEM analysis (Structural Equation Model) with the number of samples is 140. The object of this research is that consumers in one of the governmentowned airline company in Indonesia (Flag Carrier). The results showed that the corporate image has an influence on customer trust. Brand awareness has effects on customer trust and purchase intention. Customer trust has an influence on purchase intention. The customer trust is able to mediation and gives the influence of the corporate image on purchase intention. Indications and implications of the results of these studies are discussed further in this article.

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1994The Commitment-Trust Theory of Relationship Marketing 1990Consumer Behavior and Marketing Strategy 2003Trust and e-commerce: a study of consumer perceptions 2007Initial trust and online buyer behaviour 2013The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook 2014Influence of trust and perceived value on the intention to purchase travel online: Integrating the effects of assurance on trust antecedents 2001E-Business and E-Commerce Management: Strategy, Implementation and Practice 2009The Impact of Brand Awareness on Consumer Purchase Intention: The Mediating Effect of Perceived Quality and Brand Loyalty

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