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The Role of Brand Experience in Brand Advocacy Through Brand Satisfaction of Avoskin Users at E-Commerce

In: Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2023)

Author

Listed:
  • W. Rayie Tariaranie

    (Universitas Negeri Malang, Vocational Faculty)

  • Jihan Amalia

    (Universitas Negeri Malang, Faculty of Economic and Business)

Abstract

ABSTRACT This study aimed to determine the effect of brand experience on brand advocacy through brand satisfaction to consumers of Avoskin products at beauty e-commerce. This research is quantitative research using an explanatory approach. The sample in this study found 180 respondents who are the consumers of Avoskin products at beauty e-commerce. Several validities and reliability tests have been passed before testing the actual data analysis with path analysis run by SPSS 24 software for windows. The results showed that all the proposed hypotheses proved positive and statistically significant. Theoretically implication, it can broaden the understanding in detail about how brand experience can influence brand advocacy to consumers who use Avoskin products at beauty e-commerce through brand satisfaction. In particular, this research is used as input for marketers, especially the Avoskin brand, in maintaining consumers and making the target market wider through brand experience, brand advocacy, and brand satisfaction in the face of competition

Suggested Citation

  • W. Rayie Tariaranie & Jihan Amalia, 2023. "The Role of Brand Experience in Brand Advocacy Through Brand Satisfaction of Avoskin Users at E-Commerce," Advances in Economics, Business and Management Research, in: Ika Zutiasari & Dediek Tri Kurniawan (ed.), Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2023), pages 48-55, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-302-3_7
    DOI: 10.2991/978-94-6463-302-3_7
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