Distribution of Advertisement on Instagram in Relation to Satisfaction and Loyalty of Low-Cost Airline Passengers in Indonesia

• 영문명: Distribution of Advertisement on Instagram in Relation to Satisfaction and Loyalty of Low-Cost Airline Passengers in Indonesia
• 발행기관: 한국유통과학회
• 저자명: Fatimah Febriyanti BASTARI M. ARAS Cici Fakhrunnisa SOFYAN Taniya Indriana RUSTAM
• 간행물 정보: 『유통과학연구(JDS)』제21권 제3호, 13~23쪽, 전체 11쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2023.03.30

영문 초록

Purpose: Low-Cost Carrier airlines attempt to provide the best service for their customers. However, the pandemic has forced airline companies to keep developing new strategies. Moreover, in this digital era, airlines must intensely market their service through social media to reach as many customers as possible. This research aims to study the impact of advertisements on Instagram and the customer experience concerning customer loyalty and satisfaction in the aviation industry. Research design, data, and methodology: This study uses a quantitative explanatory with the combination of the positivism paradigm. The data collection technique is by distributing questionnaires to related airline Instagram followers. Meanwhile, the sample calculation uses using the Slovin formula in which 414 respondents are gained. The collected data is analyzed with Structural Equation Model and using Smart-PLS software. Results: The study results indicate that advertising on Instagram and customer experience significantly positively affect customer satisfaction and loyalty. In addition, the variable customer satisfaction has a significant positive on customer loyalty. Conclusions: The study results indicate that the ease of obtaining information via Instagram can affect satisfaction and will increase when customers have made a flight so that they will become loyal customers.

목차

1. Introduction

2. Literature Review

3. Research Methods and Materials

4. Results and Discussion

5. Conclusions

References

키워드

Distribution Advertising on Instagram Customer Experience Customer Satisfaction Customer Loyalty