Proceedings of the Thirteenth International Conference on Entrepreneurship and Business Management UNTAR 2024 (ICEBM 2024)

<Previous Article In Volume
Next Article In Volume>

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

Authors
Nathania Marcella Chandra1, Miharni Tjokrosaputro2, *
1Faculty of Economics and Business, Universitas Tarumanagara, Jakarta, 11470, Indonesia
2Faculty of Economics and Business, Universitas Tarumanagara, Jakarta, 11470, Indonesia
*Corresponding author. Email: miharnit@fe.untar.ac.id
Corresponding Author
Miharni Tjokrosaputro
Available Online 13 August 2025.
DOI
10.2991/978-94-6463-809-7_26How to use a DOI?
Keywords
Online Travel Agency; Brand Ambassador; Social Media Marketing; Brand Trust; Brand Loyalty
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.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

<Previous Article In Volume
Next Article In Volume>
Volume Title
Proceedings of the Thirteenth International Conference on Entrepreneurship and Business Management UNTAR 2024 (ICEBM 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
13 August 2025
ISBN
978-94-6463-809-7
ISSN
2352-5428
DOI
10.2991/978-94-6463-809-7_26How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Nathania Marcella Chandra
AU  - Miharni Tjokrosaputro
PY  - 2025
DA  - 2025/08/13
TI  - Enhancing OTA’s Brand Loyalty: Brand Ambassadors, Social Media Marketing, and the Power of Trust
BT  - Proceedings of the Thirteenth International Conference on Entrepreneurship and Business Management UNTAR 2024 (ICEBM 2024)
PB  - Atlantis Press
SP  - 321
EP  - 331
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-809-7_26
DO  - 10.2991/978-94-6463-809-7_26
ID  - Chandra2025
ER  -