Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)

The Influence of Social Media Marketing on Brand Trust of Indonesian Frozen Food Products During Covid-19 Pandemic

Authors
Ery Adam Primaskara, Ratih Hurriyati, Heny Hendrayati, Tika Annisa Lestari Koeswandi
Corresponding Author
Ery Adam Primaskara
Available Online 2 September 2021.
DOI
10.2991/aebmr.k.210831.062How to use a DOI?
Keywords
Social Media Marketing, Brand Trust, Frozen Food, Covid-19
Abstract

The Indonesian government has made a policy of work from home and social distancing when the Covid-19 Pandemic occurred until the middle of 2020. This led to the closing of food stall, and frozen food transforms into new products trend in this era. However, many consumers choose to cook at home instead of buying frozen food in anticipating the spread of the virus. Thus, many companies have decided to use social media to increase the consumer’s trust as previous studies suggested. This study aims to analyze the effect of social media marketing on the brand trust of frozen food products in Indonesia during the Covid-19 pandemic. This research is a quantitative descriptive study involving 100 social media users who have made at least one-time purchase of Indonesian frozen food products in the Covid-19 pandemic. The data collection techniques employed were questionnaires in form of google form and interviews through google meetings. The data was then analyzed with a simple regression. The results of this study indicated that Social Media Marketing had a positive and significant impact on brand trust of frozen food products in Indonesia during the Covid-19 pandemic. It means that the more intense the use of social media marketing by a brand, the higher the trust that will be gained during the Covid-19 pandemic.

Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

Volume Title
Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)
Series
Advances in Economics, Business and Management Research
Publication Date
2 September 2021
ISBN
978-94-6239-424-7
ISSN
2352-5428
DOI
10.2991/aebmr.k.210831.062How to use a DOI?
Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Ery Adam Primaskara
AU  - Ratih Hurriyati
AU  - Heny Hendrayati
AU  - Tika Annisa Lestari Koeswandi
PY  - 2021
DA  - 2021/09/02
TI  - The Influence of Social Media Marketing on Brand Trust of Indonesian Frozen Food Products During Covid-19 Pandemic
BT  - Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)
PB  - Atlantis Press
SP  - 321
EP  - 324
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210831.062
DO  - 10.2991/aebmr.k.210831.062
ID  - Primaskara2021
ER  -