Record Detail Back
THE INFLUENCE OF PROMOTION OF GARUDA INDONESIA THROUGH SOCIAL MEDIA ON E–WOM, ONLINE TICKET SALES, AND BRAND IMAGE DURING THE COVID – 19 PANDEMIC
- Share to:
This study investigates the impact of three brand identities namely the promotional information characteristics of airline social media information quantity, credibility of information, and quality of information through electronic word-of - mouth (e-WOM). A survey was conducted to 250 customers who had been using social media from Garuda Indonesia airlines to interpret and evaluate data obtained using structural equations. The findings of this
study shows that the promotion of social media airlines has a positive impact on e-WOM, then e-WOM has such a positive effect on the brand's image and e-WOM even has a noticeable impact on the selling of online tickets. This study sets out a model for social media information characteristics and can be used as basic data to illustrate how airlines can handle and use social media information
Laura Mia Fadillah - Personal Name
Dina Afifah - Personal Name
Johar R. Samosir - Personal Name
Yolla Ayutia - Personal Name
Dina Afifah - Personal Name
Johar R. Samosir - Personal Name
Yolla Ayutia - Personal Name
2622-5778
NONE
electronic file
English
ITL Trisakti
2020
Jakarta
LOADING LIST...
LOADING LIST...