Analysis of the Effect of Digital Marketing on Brand Advocacy with Perceived Service Quality and Customer Engagement as Intervening Variables at Fridaytigasports
Abstract
The purpose of this study is to analyze the effect of Digital Marketing on Brand Advocacy with Perceived Service Quality and Customer Engagement as intervening variables. Data analysis techniques include path analysis quantitative methods using questionnaires distributed to 100 respondents using certain criteria, with a purposive sampling technique. The results of this study are digital marketing has a positive effect on brand advocacy, digital marketing has a positive effect on perceived service quality, digital marketing has a positive effect on customer engagement, perceived service quality has a positive effect on brand advocacy, customer engagement has a positive effect on brand advocacy, Digital Marketing has an influence Brand Advocacy through Perceived Service Quality as an Intervening variable and Digital Marketing influences Brand Advocacy through Customer Engagement as an Intervening Variable
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Bilro, R. G., & Loureiro, S. M. (2020, Agustus). A consumer engagement systematic review: synthesis and research agenda. Spanish Journal of Marketing, 283-307. doi:10.1108/SJME-01-2020-0021
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Cook, S. (2011). Customer care excellent : How to Create an Effective Customer Focus. London: Kogan Page.
Coviello, N., Milley, R., & Marcolin, B. (2001). nderstanding IT-enabled interactivity in contemporary marketing. Journal of Interactive Marketing, 15(04), 18-33.
Darmayanti, D., & Theonardo, J. A. (2021). Analisa Pengaruh Digital Marketing Terhadap Brand Advocacy dengan Perceived Service Quality dan Customer Engagement Sebagai Variabel Intervening pada Virtual Hotel Operator Airy. Jurnal Pemasaran, 121-131.
Dharmayanti, D., & Prasejo, S. (2021). Analisa Pengaruh Digital Marketing Terhadap Brand Advocacy Dengan Perceived Service Quality Dan Customer Engagement Sebagai Variabel Intervening Pada Virtual Hotel Operator Reddoorz. Jurnal Pemasaran, 121-131.
Dodson, I. (2016). The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns. Canada : Hoboken.
Ghozali, I. (2011). Aplikasi Analisis Multivariate dengan Program IBM SPSS 21 Update PLS Regresi. Semarang: Badan Penerbit Unoversitas Diponegoro.
Hasibuan, Z. A. (2007). Metode Penelitian Pada Bidang Ilmu Komputer dan Teknologi Informasi. Jakarta: Universitas Indonesia.
Higgins, E. T. (2006). Value from Hedonic Experience and Engagement. Journal Of Consumer Psychology, 439-460. Retrieved from https://doi.org/10.1037/0033-295X.113.3.439
Hollebeek, L. D., Ilic, A., & Juric, B. (2011, Januari). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 1-20.
Hyken, S. (2011). The Cult of the Customer: Create an Amazing Customer Experience that Turns Satisfied Customers into Customer Evangelists. New York: Sound Wisdom.
Irawati, & Yuli. (2021). Pengaruh Digital Marketing Terhadap Customer Retention Dengan Customer Engagement Sebagai Intervening Pada Online Shop Thehanstuff Di Indonesia. Jurnal Pemasaran dan Bisnis, 49-61.
Kurniawati, T. (2014). Pengaruh Attitude Toward Brand, Perceived Quality, Brand Uniqueness Terhadap Brand Advocacy Dimediasi Oleh Self-Brand Connection (Studi Kasus Pada Brand “Solo, The Spirit Of Java” Surakarta). Jurnal Ekonomi dan Bisnis, 49-71.
Philip, K., & Gary, A. (2012). Prinsip Prinsip Pemasaran Edisi 13 Jilid 1. Jakarta: Erlangga.
Prasojo, S., & Dharmayanti, D. (2021). Analisa Pengaruh Digital Marketing Terhadap Brand Advocacy Dengan Perceived Service Quality Dan Customer Engagement Sebagai Variabel Intervening Pada Virtual Hotel Operator Reddoorz. Jurnal Pemasaran, 121-131.
Ryan, D., & Jones, C. (2009). Understanding Digital Marketing: Marketing Strategies for Engaging The Digital Generation. London: Kogan Page.
Published
2024-09-30
How to Cite
PUSPITASARI, Ayu; PERMATA, Nanda.
Analysis of the Effect of Digital Marketing on Brand Advocacy with Perceived Service Quality and Customer Engagement as Intervening Variables at Fridaytigasports.
JOURNAL OF APPLIED BUSINESS ADMINISTRATION, [S.l.], v. 8, n. 2, p. 219-228, sep. 2024.
ISSN 2548-9909.
Available at: <http://704209.wb34atkl.asia/index.php/JABA/article/view/6496>. Date accessed: 28 nov. 2024.
doi: https://doi.org/10.30871/jaba.v8i2.6496.
Section
Articles
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
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