CUSTOMER ADVOCACY AS A RESULT OF THE RELATIONSHIP BETWEEN IDOL ATTACHMENT AND CUSTOMER LOYALTY IN K-POP INDUSTRY
Abstract
In these past years, Korean pop or commonly called as K-Pop becomes the most
trending topic in the Internet. Starting from its first presence, K-Pop never subsided
reported. As everyone is talking about this genre, K-Pop fans are known as their
loyalty. Whereupon, this research examined the factors that driven fans become
loyal. Adopted from the previous research, it was found that vanity trait, peer norm
and variety seeking were the causes which influenced the loyalty. While in this
research, the researcher assessed the possible next stage after loyalty which was
customer advocacy. A total of 400 valid questionnaires were analyzed and it was
filled in by respondents aged 15 to 24 widely spread in Indonesia. By using the
SPPS and AMOS software, this research found that vanity trait and peer norm
positively affected the customer loyalty. Afterward, the loyal customer would
spread their positive experience to the society and this was called customer
advocacy.
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