CONSUMER TRUST IN BUSINESS COMMUNICATION

Abstract

Consumer trust is a critical aspect in business relationships and communication. When consumers have a high level of trust in a business, they are more likely to make transactions, choose products or services, and maintain long-term relationships. Currently, consumer trust is decreasing during the Covid-19 pandemic. The intention to shop for Indonesian people has decreased along with a decrease in the Purchase Plan Index of 10.5%. Separately, consumer shopping priorities have also changed, with more emphasis on basic needs such as electricity, medicines, and vitamins, as well as packages and loans that are often used for online activities. Meanwhile, people's consumer goods have also decreased. For example, eating out activities decreased by 84 percent, tourism-related trips decreased by 80 percent, and overnight stay activities decreased significantly. Consumer trust is known to be measured using the Consumer Confidence Index which is an indicator of consumer optimism or pessimism towards the current and future economic situation. So with this happening, efforts are made to increase consumer trust by building an interaction process between parties who do not yet know each other to build trust. There are three factors that shape a person's trust in others, namely ability, kindness and integrity, namely: Ability, Benevolence, Integrity.