Celebrity Endorsement as Moderating Variable on the Relationship between Loyalty and Corporate Credibility of Travel Companies in Aceh

Abstract

To increase customer loyalty, travel companies in Aceh use celebrity endorsement to help promote their products. The purpose of this study was to examine important criteria in creating customers’ loyalty. The effect of celebrity endorsement as moderating variabel on the relationship between loyalty and corporate credibility are investigated for this purpose. A sample was drawn from umrah pilgrims in Aceh with 220 respondents. Primary data was used in this study in form of questionnaire with Likert scale. SPSS was used to analyze demographic characteristics of the respondents and descriptive analysis. AMOS 22 was adopted for the Structural Equation Modeling of the survey model for verified analysis using regression weight/loading factor. The findings of this study have shown significant relationships among the variables under investigation. Celebrity endorsement was found as moderating variable between corporate credibility and customers loyalty. The results of this study could provide input for travel companies in Aceh to use celebrity endorsement if they wanted to increase customer loyalty of umrah pilgrims.

The Mediating Role of Brand Trust in Influencing the Relationship Between Perceived Price and Celebrity Endorsement on Purchase Intention for Tridaya Tour and Travel Umrah Packages

“…Apart from that, the ustadz is a figure who has high knowledge in the religious field and is considered very suitable for promoting Umrah travel agencies. Therefore, many Umrah travel agents use ustadz for endorsements (Alfanda, et al, 2018). Nevertheless, based onThe results of interviews with Tridaya Tour and Travel managers revealed that Tridaya Tour and Travel only implemented the Ustad endorsement strategy after the Kingdom of Saudi Arabia opened Umrah travel in Mecca.…”