DO BRAND SATISFACTION, BRAND LOYALTY, AND LUXURY BRAND ATTACHMENT STILL RELEVANT TO ESCALATE CUSTOMER ADVOCACYNOWADAYS? A CASE STUDY ON THE CUSTOMER OF MARKETPLACES SELLING LUXURY BRANDED DAILY ELECTRONIC EQUIPMENT IN THE INDONESIAN MARKET

COVID – 19 pandemic comes up with chaos everywhere, especially in the economy. So much shifting has been occurring; the digital market is one of many things that a company should strive for, an example of shifting amidst the COVID – 19 pandemic. But, there is an interesting point about the digital...

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Autores principales:	Suryono I.A., Yacobus A., Brigitta M.Y.F.
Formato:	article
Lenguaje:	EN RU
Publicado:	Russian Journal of Agricultural and Socio-Economic Sciences 2021
Materias:	customer advocacy luxury brand attachment loyalty Agriculture (General) S1-972
Acceso en línea:	https://doaj.org/article/4d87ace116d64f0eab0e6cd462152317
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spelling	oai:doaj.org-article:4d87ace116d64f0eab0e6cd4621523172021-12-04T08:15:42ZDO BRAND SATISFACTION, BRAND LOYALTY, AND LUXURY BRAND ATTACHMENT STILL RELEVANT TO ESCALATE CUSTOMER ADVOCACYNOWADAYS? A CASE STUDY ON THE CUSTOMER OF MARKETPLACES SELLING LUXURY BRANDED DAILY ELECTRONIC EQUIPMENT IN THE INDONESIAN MARKET10.18551/rjoas.2021-11.072226-1184https://doaj.org/article/4d87ace116d64f0eab0e6cd4621523172021-11-01T00:00:00Zhttps://doaj.org/toc/2226-1184COVID – 19 pandemic comes up with chaos everywhere, especially in the economy. So much shifting has been occurring; the digital market is one of many things that a company should strive for, an example of shifting amidst the COVID – 19 pandemic. But, there is an interesting point about the digital market as marketplaces in the pandemic. In the middle of the bullish position enjoyed by many marketplaces selling common brands of products, suffering has been felt by some marketplaces selling luxury brands of products caused by the COVID-19 pandemic. Luxury brand marketplace in Indonesia has been experienced a great decline in its market share. This research is an exploration of the common research that examined fashion products. In this research, we tried to examine a different object, daily electronic equipment. This research would like to give a concept of online marketing strategy in marketing 4.0 era, especially for Indonesian marketplace selling luxury brands of products, in their effort to restore their condition after the COVID-19 pandemic impacting their business. Through analyzing the impact of brand satisfaction on customer advocacy and the mediating impact of brand attachment moderated and mediated by brand loyalty, we create an online business strategy concept for marketplaces selling luxury brands of daily electronic equipment. This research examines 219 consumers of luxury brand marketplaces of daily electronic equipment. The sampling technique used in this research is one of the non-probability sampling techniques, a purposive sampling method. The analysis tool used to test the hypotheses is path analysis. The research results show that brand satisfaction is impacting luxury brand attachment; brand satisfaction has a significant positive impact on customer advocacy but luxury brand attachment and brand loyalty have a very little insignificant impact on customer advocacy; brand loyalty doesn’t strengthen the impact of luxury brand attachment on customer advocacy; luxury brand attachment and brand loyalty doesn’t mediate the impact of brand satisfaction on customer advocacy. The practical implication from this research for marketplaces selling luxury brands of daily electronic equipment is that in the case of the COVID-19 pandemic, they have to reduce the luxury brand communication to reduce expense because the customer who had a buying experience didn’t create any customer advocacy.Suryono I.A.Yacobus A.Brigitta M.Y.F.Russian Journal of Agricultural and Socio-Economic Sciencesarticlecustomer advocacyluxury brand attachmentloyaltyAgriculture (General)S1-972ENRURussian Journal of Agricultural and Socio-Economic Sciences, Vol 119, Iss 11, Pp 65-73 (2021)
institution	DOAJ
collection	DOAJ
language	EN RU
topic	customer advocacy luxury brand attachment loyalty Agriculture (General) S1-972
spellingShingle	customer advocacy luxury brand attachment loyalty Agriculture (General) S1-972 Suryono I.A. Yacobus A. Brigitta M.Y.F. DO BRAND SATISFACTION, BRAND LOYALTY, AND LUXURY BRAND ATTACHMENT STILL RELEVANT TO ESCALATE CUSTOMER ADVOCACYNOWADAYS? A CASE STUDY ON THE CUSTOMER OF MARKETPLACES SELLING LUXURY BRANDED DAILY ELECTRONIC EQUIPMENT IN THE INDONESIAN MARKET
description	COVID – 19 pandemic comes up with chaos everywhere, especially in the economy. So much shifting has been occurring; the digital market is one of many things that a company should strive for, an example of shifting amidst the COVID – 19 pandemic. But, there is an interesting point about the digital market as marketplaces in the pandemic. In the middle of the bullish position enjoyed by many marketplaces selling common brands of products, suffering has been felt by some marketplaces selling luxury brands of products caused by the COVID-19 pandemic. Luxury brand marketplace in Indonesia has been experienced a great decline in its market share. This research is an exploration of the common research that examined fashion products. In this research, we tried to examine a different object, daily electronic equipment. This research would like to give a concept of online marketing strategy in marketing 4.0 era, especially for Indonesian marketplace selling luxury brands of products, in their effort to restore their condition after the COVID-19 pandemic impacting their business. Through analyzing the impact of brand satisfaction on customer advocacy and the mediating impact of brand attachment moderated and mediated by brand loyalty, we create an online business strategy concept for marketplaces selling luxury brands of daily electronic equipment. This research examines 219 consumers of luxury brand marketplaces of daily electronic equipment. The sampling technique used in this research is one of the non-probability sampling techniques, a purposive sampling method. The analysis tool used to test the hypotheses is path analysis. The research results show that brand satisfaction is impacting luxury brand attachment; brand satisfaction has a significant positive impact on customer advocacy but luxury brand attachment and brand loyalty have a very little insignificant impact on customer advocacy; brand loyalty doesn’t strengthen the impact of luxury brand attachment on customer advocacy; luxury brand attachment and brand loyalty doesn’t mediate the impact of brand satisfaction on customer advocacy. The practical implication from this research for marketplaces selling luxury brands of daily electronic equipment is that in the case of the COVID-19 pandemic, they have to reduce the luxury brand communication to reduce expense because the customer who had a buying experience didn’t create any customer advocacy.
format	article
author	Suryono I.A. Yacobus A. Brigitta M.Y.F.
author_facet	Suryono I.A. Yacobus A. Brigitta M.Y.F.
author_sort	Suryono I.A.
title	DO BRAND SATISFACTION, BRAND LOYALTY, AND LUXURY BRAND ATTACHMENT STILL RELEVANT TO ESCALATE CUSTOMER ADVOCACYNOWADAYS? A CASE STUDY ON THE CUSTOMER OF MARKETPLACES SELLING LUXURY BRANDED DAILY ELECTRONIC EQUIPMENT IN THE INDONESIAN MARKET
title_short	DO BRAND SATISFACTION, BRAND LOYALTY, AND LUXURY BRAND ATTACHMENT STILL RELEVANT TO ESCALATE CUSTOMER ADVOCACYNOWADAYS? A CASE STUDY ON THE CUSTOMER OF MARKETPLACES SELLING LUXURY BRANDED DAILY ELECTRONIC EQUIPMENT IN THE INDONESIAN MARKET
title_full	DO BRAND SATISFACTION, BRAND LOYALTY, AND LUXURY BRAND ATTACHMENT STILL RELEVANT TO ESCALATE CUSTOMER ADVOCACYNOWADAYS? A CASE STUDY ON THE CUSTOMER OF MARKETPLACES SELLING LUXURY BRANDED DAILY ELECTRONIC EQUIPMENT IN THE INDONESIAN MARKET
title_fullStr	DO BRAND SATISFACTION, BRAND LOYALTY, AND LUXURY BRAND ATTACHMENT STILL RELEVANT TO ESCALATE CUSTOMER ADVOCACYNOWADAYS? A CASE STUDY ON THE CUSTOMER OF MARKETPLACES SELLING LUXURY BRANDED DAILY ELECTRONIC EQUIPMENT IN THE INDONESIAN MARKET
title_full_unstemmed	DO BRAND SATISFACTION, BRAND LOYALTY, AND LUXURY BRAND ATTACHMENT STILL RELEVANT TO ESCALATE CUSTOMER ADVOCACYNOWADAYS? A CASE STUDY ON THE CUSTOMER OF MARKETPLACES SELLING LUXURY BRANDED DAILY ELECTRONIC EQUIPMENT IN THE INDONESIAN MARKET
title_sort	do brand satisfaction, brand loyalty, and luxury brand attachment still relevant to escalate customer advocacynowadays? a case study on the customer of marketplaces selling luxury branded daily electronic equipment in the indonesian market
publisher	Russian Journal of Agricultural and Socio-Economic Sciences
publishDate	2021
url	https://doaj.org/article/4d87ace116d64f0eab0e6cd462152317
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DO BRAND SATISFACTION, BRAND LOYALTY, AND LUXURY BRAND ATTACHMENT STILL RELEVANT TO ESCALATE CUSTOMER ADVOCACYNOWADAYS? A CASE STUDY ON THE CUSTOMER OF MARKETPLACES SELLING LUXURY BRANDED DAILY ELECTRONIC EQUIPMENT IN THE INDONESIAN MARKET

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