Influenced Factors of Brand Advocacy: The Case of Gen Y Consumers’ Online Travel Agent In Indonesia

  • Dina Fatimah Communication Department, BINUS Graduate Program – Master of Strategic Marketing Communication, Bina Nusantara University, Jakarta, Indonesia
  • Dwina Maretta Communication Department, BINUS Graduate Program – Master of Strategic Marketing Communication, Bina Nusantara University, Jakarta, Indonesia
  • Siti Nadhilah Communication Department, BINUS Graduate Program – Master of Strategic Marketing Communication, Bina Nusantara University, Jakarta, Indonesia
  • Ricardo Indra Senior lecturers of Communication Department, BINUS Graduate Program – Master of Strategic Marketing Communication, Bina Nusantara University, Jakarta, Indonesia
  • Z. Hidayat Senior lecturers of Communication Department, BINUS Graduate Program – Master of Strategic Marketing Communication, Bina Nusantara University, Jakarta, Indonesia

Abstract

Brand advocacy is a fundamental component of a marketing strategy that is created from a genuine relationship with consumers. This research aimed to discover the brand advocacy perceived by Gen Y consumers online travel agents in Indonesia. This study collected 100 samples by purposive sampling technique with the statistical analysis used is Structural Equation Model (SEM). The results of this study prove that customer satisfaction positively affects brand advocacy, customer satisfaction positively affects customer trust, and customer trust positively affects brand advocacy.


 

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Published
Jul 4, 2022
How to Cite
FATIMAH, Dina et al. Influenced Factors of Brand Advocacy: The Case of Gen Y Consumers’ Online Travel Agent In Indonesia. Syntax Literate ; Jurnal Ilmiah Indonesia, [S.l.], v. 7, n. 7, p. 8983-8993, july 2022. ISSN 2548-1398. Available at: <https://jurnal.syntaxliterate.co.id/index.php/syntax-literate/article/view/8433>. Date accessed: 16 aug. 2022. doi: http://dx.doi.org/10.36418/syntax-literate.v7i7.8433.