IDEAS home Printed from https://ideas.repec.org/h/spr/advbcp/978-94-6463-809-7_26.html

Enhancing OTA’s Brand Loyalty: Brand Ambassadors, Social Media Marketing, and the Power of Trust

In: Proceedings of the Thirteenth International Conference on Entrepreneurship and Business Management UNTAR 2024 (ICEBM 2024)

Author

Listed:
  • Nathania Marcella Chandra

    (Universitas Tarumanagara, Faculty of Economics and Business)

  • Miharni Tjokrosaputro

    (Universitas Tarumanagara, Faculty of Economics and Business)

Abstract

The airline and travel industry is rapidly growing due to advancements in internet technology, including Online Travel Agencies (OTAs). This study examines the impact of brand ambassadors and social media marketing on brand loyalty among OTA users in DKI Jakarta, with brand trust as a mediating variable. Using a quantitative descriptive method, data from 238 respondents were collected through an online survey and analyzed with PLS-SEM using SmartPLS4. Results show that brand ambassadors and brand trust enhance loyalty, while social media marketing has a negative and insignificant effect. Additionally, brand ambassadors and social media marketing increase brand trust, which in turn strengthens loyalty. These findings highlight the crucial role of brand ambassadors in building trust and loyalty, rather than relying solely on social media marketing.

Suggested Citation

  • Nathania Marcella Chandra & Miharni Tjokrosaputro, 2025. "Enhancing OTA’s Brand Loyalty: Brand Ambassadors, Social Media Marketing, and the Power of Trust," Advances in Economics, Business and Management Research, in: Keni Keni & Teoh Ai Ping & Linda Lin-Chin Lin (ed.), Proceedings of the Thirteenth International Conference on Entrepreneurship and Business Management UNTAR 2024 (ICEBM 2024), pages 321-331, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-809-7_26
    DOI: 10.2991/978-94-6463-809-7_26
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:advbcp:978-94-6463-809-7_26. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.