The Effects of Social Media Marketing and Experiential Marketing on Repurchase Intention with Brand Trust on Full-Service Airline

DOI

10.2991/978-94-6463-234-7_73How to use a DOI?

Keywords

Brand Trust; Experiential Marketing; Repurchase Intention; Social Media Marketing

Abstract

The significant increase in peoples’ interest in using air transportation to travel and the rise in information technology development become the main business opportunities for the Indonesian Aviation Industry. One of the important keys for the corporation to survive business competition is customers’ repurchase intention. A corporation needs to conduct various activities to maintain customers’ commitment gained after purchasing a product or service for future repurchasing intentions. Therefore, this quantitative research aims to acknowledge the effect of social and experiential marketing on repurchase intention with brand trust in full-service airlines. The random sampling technique was used to obtain data from 166 customers who have used air transportation at least two times in the last three years. Partial Least Square Structural Equation Modelling (PLS-SEM) was used for hypothesis testing as a research instrument. The analytical results indicated that experiential and social media marketing activities indirectly affect repurchase intention through brand trust. On the other hand, brand trust directly affects repurchase intention. Based on the empirical results, it provided management and academic implications as further references.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Geraldi Petra Lasputra
AU  - Sugih Arto Pujangkoro
AU  - Beby Karina Fauzeea Sembiring
PY  - 2023
DA  - 2023/09/29
TI  - The Effects of Social Media Marketing and Experiential Marketing on Repurchase Intention with Brand Trust on Full-Service Airline
BT  - Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
PB  - Atlantis Press
SP  - 700
EP  - 709
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-234-7_73
DO  - 10.2991/978-94-6463-234-7_73
ID  - Lasputra2023
ER  -