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

• DOI: 10.32535/ijabim.v8i3.2095
• Publication Date: 2023-12-20T02:44:52Z
• Authors: Michelle Yoanna F...; M Irhas Effendi; Dyah Sugandini; Ignatius Agus Sur...
• Keywords: Brand Loyalty; Customer Satisfaction; Exploratory research; Brand extension

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