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The increasing of fraud cases against umrah pilgrims in Indonesia, causing travel companies to be observant in doing their marketing. One of their marketing strategies is to increase the trust and loyalty of pilgrims to their travel companies. To increase customer trust and loyalty, travel companies use celebrity endorsement to help promote their products. In Aceh, many travel companies use celebrity endorsement to assist the promotion of their umrah packages. The people of Aceh are known as a society that implements Islamic shariah as the foundation of their life. Many Islamic Boarding School (pesantren) leaders, mosque imams, and influential public figures have become celebrity endorsements. They are believed to be able to make people believe to do umrah with travel companies that use them as celebrity endorsements. The purpose of this study was to examine important criteria in creating customers’ loyalty. The relationship between celebrity endorsement and trust are investigated for this purpose. This study discussed how celebrity endorsement affected customer trust and its impact on customer loyalty umrah pilgrims in Aceh. A sample was drawn from umrah pilgrims in Aceh with 218 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. Customers’ trust was found as moderate variable between celebrity endorsement 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 trust and loyalty of Umrah pilgrims.

Effects Of Celebrity Endorsement On Customer Trust And Loyalty: Case Study On Pilgrims In Aceh