The Influence of Social Media Marketing on Brand Trust of Indonesian Frozen Food Products in Covid-19 era Ery Adam Primaskara (*), Ratih Hurriyati, Heny Hendrayati, Tika Annisa Lestari Koeswandi
Universitas Pendidikan Indonesia
primaskara29[at]gmail.com
Abstract
The Indonesian government has made a policy of work from home and social distance when the Covid-19 Pandemic occurred until the middle of 2020. This led to the closing of food stall, and, frozen foods transform into new products trend in this era (Fajar, 2020; Handayani, 2020; Perkasa, 2020; Setyowati, 2020). 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 (Tatar & Eren-Erdoğmuş, 2016; Tümer et al, 2019; Anggraeni & Djuwita, 2019; Muhanda, 2020). This study aims to analyze the the effect of social media marketing on the brand trust of frozen food products in Indonesia during the Covid-19 Era. 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 era. The data collection technique employed questionnaires in form of google form and interviews through google meetings. The data was then analyzed with a simple regression using SPSS 23. The results of this study indicate that Social Media Marketing gives a positive and significant impact on brand trust of frozen food products in Indonesia during the Covid-19 Era. It means that the more intense the use of social media marketing by a brand, the higher the trust that will be gain during the Covid-19 era.
Keywords: Social Media Marketing; Brand Trust; Frozen Food; Covid-19
