Proceedings of the International Conference on Applied Science and Technology on Social Science 2021 (iCAST-SS 2021)

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Online Cultural Activities Information on Customer Trust on Microfinance Institutions in Bali

Authors
I Putu Astawa*, putuastawa1@pnb.ac.id, I Gusti Agung Bagus Matarammataram@pnb.ac.id
Tourism Department, State Polytechnic of Bali, Bali, Indonesia
Christantius DwiatmadjaChristantius.dwiatmadja@uksw.edu
Economic and Business, Universitas Kristen Satya Wacana, Salatiga, Indonesia
Corresponding Author
Available Online 4 March 2022.
DOI
10.2991/assehr.k.220301.036How to use a DOI?
Keywords
customer trust; online cultural; cultural value; microfinance
Abstract

Live broadcast video has been widely used by a company or individual as a sales tool. Some literatures explain that it is mostly used by trading companies to influence customers. This study, however, explains cultural activities conducted by microfinance institutions used as a tool for attraction to build consumer trust and trust in the company. About 300 respondents who have experience of watching video on the website have filled the questionnaire well. Data analyze using partial least squares structural equation modeling. The result indicates that cultural values related to God and human had a significant influence on trust in product. It is different to cultural values related to environment that has no meaning in building customer trust. The research result gives implication by giving strong encouragement to the managers to maintain community culture as one of credit marketing strategies. The research result contributes to e-commerce and consumer trust theory in the decision making of service buying through cultural activities, which are activities that are less common in banking world. The research is limited to cultural activities and it can be developed by looking at other social media used.

Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the International Conference on Applied Science and Technology on Social Science 2021 (iCAST-SS 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
4 March 2022
ISBN
978-94-6239-547-3
ISSN
2352-5398
DOI
10.2991/assehr.k.220301.036How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

risenwbib
TY  - CONF
AU  - I Putu Astawa
AU  - I Gusti Agung Bagus Mataram
AU  - Christantius Dwiatmadja
PY  - 2022
DA  - 2022/03/04
TI  - Online Cultural Activities Information on Customer Trust on Microfinance Institutions in Bali
BT  - Proceedings of the International Conference on Applied Science and Technology on Social Science 2021 (iCAST-SS 2021)
PB  - Atlantis Press
SP  - 216
EP  - 222
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220301.036
DO  - 10.2991/assehr.k.220301.036
ID  - Astawa2022
ER  -