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BRAND CREDIBILITY MEDIATED DECISION CONVENIENCE TO PURCHASE INTENTION ON GARUDA INDONESIA PASSENGERS DURING THE COVID-19 PANDEMIC
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Abstract. The purpose of this research is to investigate passengers’ trust on Garuda Indonesia
Airlines during the COVID-19 pandemic. It is caused by passengers hesitance to travel using air
transport mode so that the Brand Credibility variable affects Purchase Intention mediated by the
Decision Convenience. The research data were gathered by distributing a questionnaire to 100
Garuda Indonesia passengers. The hypotheses were tested using SPSS technique which then
continued with path analysis. The results of this research show that there is a positive and
significant relationship between the brand credibility and the decision convenience, the decision
convenience of the purchase intention and the brand credibility of the purchase intention that is
mediated by the decision convenience. The brand credibility owned by Garuda Indonesia can
provide a strong signal to the comfort and passengers’ trust against the quality owned by
Garuda Indonesia to produce a purchase intention in the COVID-19 pandemic.
Octaviani Nur Khoriah Putri - Personal Name
Nailfarida Salsabila Putri - Personal Name
Edhie Budi Setiawan - Personal Name
Yoanita Octora - Personal Name
Nailfarida Salsabila Putri - Personal Name
Edhie Budi Setiawan - Personal Name
Yoanita Octora - Personal Name
digital
2622-5778
NONE
electronic file
English
ITL Trisakti
2020
Jakarta
GROSTLOG 2020
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