The Influence of Social Media Marketing on Brand Trust of Indonesian Frozen Food Products During Covid-19 Pandemic

DOI

10.2991/aebmr.k.210831.062How to use a DOI?

Keywords

Social Media Marketing, Brand Trust, Frozen Food, Covid-19

Abstract

The Indonesian government has made a policy of work from home and social distancing when the Covid-19 Pandemic occurred until the middle of 2020. This led to the closing of food stall, and frozen food transforms into new products trend in this era. However, many consumers choose to cook at home instead of buying frozen food in anticipating the spread of the virus. Thus, many companies have decided to use social media to increase the consumer’s trust as previous studies suggested. This study aims to analyze the effect of social media marketing on the brand trust of frozen food products in Indonesia during the Covid-19 pandemic. This research is a quantitative descriptive study involving 100 social media users who have made at least one-time purchase of Indonesian frozen food products in the Covid-19 pandemic. The data collection techniques employed were questionnaires in form of google form and interviews through google meetings. The data was then analyzed with a simple regression. The results of this study indicated that Social Media Marketing had a positive and significant impact on brand trust of frozen food products in Indonesia during the Covid-19 pandemic. It means that the more intense the use of social media marketing by a brand, the higher the trust that will be gained during the Covid-19 pandemic.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Ery Adam Primaskara
AU  - Ratih Hurriyati
AU  - Heny Hendrayati
AU  - Tika Annisa Lestari Koeswandi
PY  - 2021
DA  - 2021/09/02
TI  - The Influence of Social Media Marketing on Brand Trust of Indonesian Frozen Food Products During Covid-19 Pandemic
BT  - Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)
PB  - Atlantis Press
SP  - 321
EP  - 324
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210831.062
DO  - 10.2991/aebmr.k.210831.062
ID  - Primaskara2021
ER  -