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

Nathania Marcella Chandra and Miharni Tjokrosaputro ()
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Nathania Marcella Chandra: Universitas Tarumanagara, Faculty of Economics and Business
Miharni Tjokrosaputro: Universitas Tarumanagara, Faculty of Economics and Business

A chapter in Proceedings of the Thirteenth International Conference on Entrepreneurship and Business Management UNTAR 2024 (ICEBM 2024), 2025, pp 321-331 from Springer

Abstract: 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.

Keywords: Online Travel Agency; Brand Ambassador; Social Media Marketing; Brand Trust; Brand Loyalty (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-809-7_26

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