Analisis Dampak Promosi Dan Kepercayaan Konsumen Pada Keberlanjutan Usaha Biro Jasa Perjalanan Haji Dan Umrah

Abstract

The aim of this research is to analyze the impact of promotions and the level of consumer trust on the business sustainability of Ventour Travel, a Hajj and Umrah travel agency. This study used descriptive qualitative method. The results of research conducted at Ventour Travel Bukittinggi Branch show that promotion has a significant influence on business sustainability. Effective promotions can improve brand image and consumer awareness, which in turn can increase sales and business profitability. Apart from that, consumer trust has also been proven to play an important role in maintaining business sustainability. Consumers who believe in a brand or product tend to become loyal customers and recommend the product to others. That there is a positive relationship between promotional effectiveness and the level of consumer trust in business sustainability. Promotions that are successful in increasing consumer awareness significantly have a positive impact on consumer trust, which in turn, contributes to the company's business sustainability.