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

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

Authors
W. Rayie Tariaranie1, *, Jihan Amalia2
1Vocational Faculty, Universitas Negeri Malang, Malang, Indonesia
2Faculty of Economic and Business, Universitas Negeri Malang, Malang, Indonesia
*Corresponding author. Email: rayie.tariaranie.fe@um.ac.id
Corresponding Author
W. Rayie Tariaranie
Available Online 30 November 2023.
DOI
10.2991/978-94-6463-302-3_7How to use a DOI?
Keywords
Brand experience; Brand advocacy; Brand satisfaction
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

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
30 November 2023
ISBN
978-94-6463-302-3
ISSN
2352-5428
DOI
10.2991/978-94-6463-302-3_7How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - W. Rayie Tariaranie
AU  - Jihan Amalia
PY  - 2023
DA  - 2023/11/30
TI  - The Role of Brand Experience in Brand Advocacy Through Brand Satisfaction of Avoskin Users at E-Commerce
BT  - Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2023)
PB  - Atlantis Press
SP  - 48
EP  - 55
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-302-3_7
DO  - 10.2991/978-94-6463-302-3_7
ID  - Tariaranie2023
ER  -