The Influence Of Customer Engagment And Online Brand Advocacy On Gen Z Consumer Brand Loyality on Gofood Services

Medeleine Medeleine

Abstract


Similarly, as a result of the Covid-19 pandemic, online take-away channels and food delivery services through various platforms have become important for restaurant operators and consumers. The purpose of this study is to analyze the influence of customer engagement and online brand advocacy on the brand loyality of Gen Z consumers on Gofood services. The research method used is quantitative. The sampling technique used is purposive sampling. The sample in this study was 100 respondents. Primary data were obtained from filling out questionnaires distributed via gform. Data analysis techniques use multiple linear regression. The result of this study is that together customer engagement and online brand advocacy affect the brand loyality of Gen Z in Gofood services. Likewise, partially customer engagement affects the brand loyality of gen Z in Gofood services. Online brand advocacy affects the brand loyality of Gen Z in Gofood services.

Keywords


brand loyality, customer engagment, online brand advocacy

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References


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DOI: https://doi.org/10.30596/miceb.v1i0.244

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