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/).
Cite this article
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 -