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

Abstract

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.

Keywords

• customer advocacy
• luxury brand attachment
• loyalty