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首页> 外文会议>nternational Conference on Accounting, Management, and Economics >Effects of celebrity endorsement on customer trust and loyalty: Case study on pilgrims in Aceh
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Effects of celebrity endorsement on customer trust and loyalty: Case study on pilgrims in Aceh

机译：名人认可对客户信任与忠诚度的影响：aceh朝圣的案例研究

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The increasing of fraud cases against umrah pilgrims in Indonesia, causing travel companies to be observant in doing their marketing. One of their marketing strategies is to increase the trust and loyalty of pilgrims to their travel companies. To increase customer trust and loyalty, travel companies use celebrity endorsement to help promote their products. In Aceh, many travel companies use celebrity endorsement to assist the promotion of their umrah packages. The people of Aceh are known as a society that implements Islamic shariah as the foundation of their life. Many Islamic Boarding School (pesantren) leaders, mosque imams, and influential public figures have become celebrity endorsements. They are believed to be able to make people believe to do umrah with travel companies that use them as celebrity endorsements. The purpose of this study was to examine important criteria in creating customers' loyalty. The relationship between celebrity endorsement and trust are investigated for this purpose. This study discussed how celebrity endorsement affected customer trust and its impact on customer loyalty umrah pilgrims in Aceh. A sample was drawn from umrah pilgrims in Aceh with 218 respondents. Primary data was used in this study in form of questionnaire with Likert scale. SPSS was used to analyze demographic characteristics of the respondents and descriptive analysis. AMOS 22 was adopted for the Structural Equation Modeling of the survey model for verified analysis using regression weight/loading factor. The findings of this study have shown significant relationships among the variables under investigation. Customers' trust was found as moderate variable between celebrity endorsement and customers' loyalty. The results of this study could provide input for travel companies in Aceh to use celebrity endorsement if they wanted to increase customer trust and loyalty of Umrah pilgrims.
机译：对印度尼西亚乌拉赫朝圣者欺诈案件的增加，导致旅行公司在做营销时要敏锐。其中一项营销策略是增加对旅行公司的朝圣者的信任和忠诚。为了提高客户的信任和忠诚度，旅行社使用名人认可来帮助推广他们的产品。在Aceh，许多旅行社使用名人认可来协助推广他们的欧洲套餐。亚齐人民被称为社会，将伊斯兰·伊斯兰教的社会作为生命的基础。许多伊斯兰寄宿学校（Pesantren）领导者，清真寺伊米姆和有影响力的公众人物已成为名人的认可。他们被认为能够让人们相信与使用它们作为名人认可的旅行公司做umrah。本研究的目的是审查创造客户忠诚度的重要标准。为此目的调查了名人认可和信任之间的关系。本研究讨论了名人认可如何影响客户信任及其对亚科斯客户忠诚度Umrah朝圣者的影响。用218名受访者从奥西的乌拉赫朝圣者中抽出了一个样本。本研究以李克特规模的问卷形式使用主要数据。 SPSS用于分析受访者的人口特征和描述性分析。使用回归权重/装载因子进行验证分析的调查模型的结构方程模型采用AMOS 22。该研究的结果表明了调查中的变量之间的显着关系。客户的信任被发现是名人认可和客户忠诚之间的中等变量。本研究的结果可以为Aceh的旅行公司提供投入，以便如果他们希望增加客户的信任和乌马拉朝圣者的忠诚，请​​使用名人认可。

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