THE ROLE OF CUSTOMER TRUST IN MEDIATING THE INFLUENCE OF BRAND IMAGE AND BRAND AWARENESS ON PURCHASE INTENTION IN INDONESIA AIRASIA E-BUSINESS IMPLEMENTATION

Abstract

In the aviation sphere, e-business plays a crucial role in-market products and services over the Internet. The airline to be discussed in this paper is Indonesia AirAsia, one of the airline companies which has implemented e-business. This research aims at acquiring evidence about the role of customer trust and the effects of brand image, and brand awareness on purchase intention through the airline’s application or website. This research employed SEM-PLS (Partial Least Square) with a sample of 100 objects. The objects of this research were users of AirAsia services. The results showed that there was a significant, positive relationship between Corporate Image and Purchase Intention since a good corporate image would build trust in the customers, and hence, rid them of the doubt to purchase. Corporate Image and Customer Trust were also found to be significantly related since the company’s management built a good image of the company and, in turn, built customer trust as well. Furthermore, Corporate Image and Brand Awareness were proven to significantly affect Purchase Intention through the mediation of Customer Trust.