The effect of value creation on brand trust in Indonesia during the COVID-19 pandemic

This research investigates the society or guests' perception of value creation and brand trust and aims to know the effect of public value creation on brand trust in three, four, and five-star hotels in Indonesia during the COVID-19 pandemic. There has only been a little research conducted previously on the effect of value creation on brand trust during a global crisis. This research adopted the quantitative method and used probability sampling. The data were collected using online and personal distribution to the guest who had stayed in three, four, and five-star hotels in Indonesia during the COVID-19 pandemic. The data were analyzed using Smart-PLS to examine the construct validity and reliability of the dimensions in the study. The findings suggested that value creation has a significant impact on brand trust. Furthermore, hotel brands in Indonesia have provided values that are recognized by both the general public and hotel guests. To improve the performance, hotel brands in Indonesia must continue to strengthen their value creations to increase brand trust in the country further.