Turnitin - The Effect of Brand Satisfaction, Luxury Brand Attachment and Brand Loyalty on Consumer Advocacy Hijup Store Samarinda Customer

Abstract

In order to realizing a high sales climate, the company should not depend on established marketing strategies. One of the factors that influence the number of brand sales is information from by consumers to consumers which generally takes in the form of a review about the brand and how they satisfaction with the brands. This study aims to examine the effect of brand satisfaction, luxury brand attachment, and brand loyalty on advocacy consumer which tested on 210 respondent customers of Samarinda Hijup Store using questionnaire. The results of the study prove that (1) Brand Satisfaction has a positive and significant effect on Brand Loyalty; (2) Luxury Brand Attachment has positive and significant effect on Brand Loyalty; (3) Brand Satisfaction has a positive and significant effect on Consumer Advocacy; (4) Luxury Brand Attachment has a positive and significant effect on Consumer Advocacy; (5) Brand Loyalty has a positive and significant effect on Consumer Advocacy; (6) Brand Satsfaction has an indirect and significant effect on Consumer Advocacy through Brand Loyalty; and (7) Luxury Brand Attachment has an indirect and significant effect on Consumer Advocacy through Brand Loyalty. Overall, it can be concluded that for the satisfaction and emotional attachment of consumers to the brand offered by Samarinda Hijup Store has a positive impact on loyalty and consumer advocacy of the brand itself.