Improving Customer Advocacy: A Long-Term Strategy for Facing Business Competition
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Abstract
This study examines the influence of brand image and product innovation on trust in service brands and their effect on consumer advocacy. Data were collected from consumers of PT Mutyara Solo Group using purposive sampling, involving 100–200 respondents. Data were obtained through cross-sectional online and offline questionnaires using a Likert scale that measured four key variables: brand image, product innovation, trust in service brands, and consumer advocacy. The analysis employed Structural Equation Modelling (SEM) with AMOS software. The findings show that brand image significantly influences trust in service brands and directly encourages consumer advocacy. Product innovation also influences trust but does not directly affect consumer advocacy unless mediated by brand trust. Trust acts as a partial mediator between brand image and consumer advocacy, and a full mediator between product innovation and consumer advocacy. These results highlight the importance of developing a positive brand image and strong consumer trust as a foundation for fostering brand advocacy. Product innovation must be supported by effective communication and trust-building efforts to influence advocacy behavior. For brand management, the study underscores the need to balance emotional aspects (image) and functional aspects (innovation) to build long-term consumer loyalty and advocacy.
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