Influenced Factors of Brand Advocacy: The Case of Gen Y Consumers’ Online Travel Agent In Indonesia

Dina Fatimah (Communication Department, BINUS Graduate Program – Master of Strategic Marketing Communication, Bina Nusantara University, Jakarta, Indonesia)
Dwina Maretta (Communication Department, BINUS Graduate Program – Master of Strategic Marketing Communication, Bina Nusantara University, Jakarta, Indonesia)
Siti Nadhilah (Communication Department, BINUS Graduate Program – Master of Strategic Marketing Communication, Bina Nusantara University, Jakarta, Indonesia)
Ricardo Indra (Senior lecturers of Communication Department, BINUS Graduate Program – Master of Strategic Marketing Communication, Bina Nusantara University, Jakarta, Indonesia)
Z. Hidayat (Senior lecturers of Communication Department, BINUS Graduate Program – Master of Strategic Marketing Communication, Bina Nusantara University, Jakarta, Indonesia)

Syntax Literate: Jurnal Ilmiah Indonesia
Jurnal Ilmiah Indonesia

Brand advocacy is a fundamental component of a marketing strategy that is created from a genuine relationship with consumers. This research aimed to discover the brand advocacy perceived by Gen Y consumers online travel agents in Indonesia. This study collected 100 samples by purposive sampling technique with the statistical analysis used is Structural Equation Model (SEM). The results of this study prove that customer satisfaction positively affects brand advocacy, customer satisfaction positively affects customer trust, and customer trust positively affects brand advocacy.