The Influence of Brand Satisfaction and Luxury Brand Attachment on Customer Advocacy Through Brand Loyalty on Zalora Marketplace

Michelle Yoanna Franscisca Brigitta; M. Irhas Effendi; Dyah Sugandini; Ignatius Agus Suryono

doi:10.32535/ijabim.v8i3.2095

The Influence of Brand Satisfaction and Luxury Brand Attachment on Customer Advocacy Through Brand Loyalty on Zalora Marketplace

Michelle Yoanna Franscisca Brigitta, M. Irhas Effendi, Dyah Sugandini, Ignatius Agus Suryono

Abstract

This study is an exploratory study where researchers try to measure the influence of luxury brand fashion objects during the Covid-19 pandemic. The pursose of this research is to produce an overview of the marketing strategy for the online store Zalora Indonesia which sells luxury fashion brands, in an efffort to face very tight competition in the market in Indonesio and to recover after being affected by the Coved-19 pandemic by measuring the magnitude of the influence of brand satisfaction, luxury brand attachment, and brand loyalty on customer advocacy. The respondents in this study were 150 who were customers of luxury fashion brands in Zalora Indonesia who had made a purchase at least once. Non-probablity sampling is the sampling technique, and purposive sampling is the sampling method. The results show that luxury brand attachments have an influence on brand loyalty, and will increase customer advocacy. The practical implication of this research is that Zalora Indonesia, which sells luxury goods, can increase customer advocacy for online purchases through Zalora Indonesia.

Keywords

brand loyalty; brand satisfaction; customer advocacy; luxury brand attachment; online shop

Full Text:

PDF

References

Aksoy, L., Keiningham, T. L., Buoye, A., LariviÃ¨re, B., Williams, L., & Wilson, I. (2015). Does loyalty span domains? Examining the relationship between consumer loyalty, other loyalties and happiness. Journal of Business Research, 68(12), 2464â€“2476. https://doi.org/10.1016/j.jbusres.2015.06.033

Dick, A. S., & Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22(2), 99â€“113. https://doi.org/10.1177/0092070394222001

iprice.co.id. (2022). Https://Iprice.Co.Id/Insights/Mapofecommerce/.

Klein, J. F., Falk, T., Esch, F.-R., & Gloukhovtsev, A. (2016). Linking pop-up brand stores to brand experience and word of mouth: The case of luxury retail. Journal of Business Research, 69(12), 5761â€“5767. https://doi.org/10.1016/j.jbusres.2016.04.172

Kotler, P., & Armstrong, G. (2016). Principles of Marketing (16th ed.). Pearson Education, Inc.

Kotler, P., Kertajaya, H., & Setiawan, I. (2017). Marketing 4.0 : moving from traditional to digital. John Wiley & Sons, Inc.

KPMG. (2006). Luxury mereks in China. Www.Kpmg.Fi/ .

Nueno, J. L., & Quelch, J. A. (1998). The mass marketing of luxury (Vol. 41).

Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), 460. https://doi.org/10.2307/3150499

Phau, I., & Prendergast, G. (2000). Consuming luxury brands: The relevance of the â€˜Rarity Principle.â€™ Journal of Brand Management, 8(2), 122â€“138. https://doi.org/10.1057/palgrave.bm.2540013

Shimul, A. S., & Phau, I. (2018). Consumer Advocacy for Luxury Brands. Australasian Marketing Journal, 26(3), 264â€“271. https://doi.org/10.1016/j.ausmj.2018.05.016

Sugiyono. (2017). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Alfabeta.

Suryono, I. A., Yacobus, A., & Brigitta, M. Y. F. (2021). 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. Russian Journal of Agricultural and Socio-Economic Sciences, 119(11), 65â€“73. https://doi.org/10.18551/rjoas.2021-11.07

Vigneron, F., & Johnson, L. W. (2004). Measuring perceptions of brand luxury. Journal of Brand Management, 11(6), 484â€“506. https://doi.org/10.1057/palgrave.bm.2540194

Zeithaml, V., & Bitner, M. (2017). Services Marketing: Integrating Customer Focus Across the Firm.

DOI: https://doi.org/10.32535/ijabim.v8i3.2095