The Role of Digital Marketing Interventions in E-Advocacy Leverage Capacity: A Culinary Business Breakthrough to Counter the COVID-19 Pandemic

Abstract

Introduction/Main Objectives: This research aims to study the important factors behind achieving the e-advocacy leverage capacity that determines the success of a business in the sphere of digital marketing. Background Problems: In response to the increasing competition in the world of online culinary businesses due to the COVID-19 pandemic, businesses have to enhance strategic marketing to improve consumer loyalty. Novelty: This research model contributes to the development of a concept about consumer advocacy from the perspective of strategic marketing, which is still a limited area of study. Research Methods: The research model was applied to 220 respondents (Indonesian culinary business owners) using a survey that was processed with AMOS SEM. Finding/Results: This research convincingly identifies two significant building factors for e-advocacy leveraged capacity, namely promotional attractiveness and digital affinity direction. Conclusion: Companies’ marketing strategies focus not only on maintaining close customer relations but also on ways to intervene with customers so that they are willing to advocate products or brands through digital media.

How do companies respond to consumer advocacy behavior in their digital marketing strategies?

“…E-advocacy leverage capacity refers to the ability of a company to encourage a proactive attitude of consumers to appreciate, persuade, defend, and refer its product to other people through digital media (Setiawan et al, 2022). E-advocacy, also known as online brand advocacy, has relatively the same role as the online worth of mouth (eW-OM), which is to share the experience of using a product or service through online media (Wilk et al, 2020).…”

“…Loyalty retain quality is a company's ability to maintain the loyalty of consumers so that the relationship between the company and the consumer can be sustained (Setiawan et al, 2022) ). This advantage is because, on the one hand, the cost of serving the consumers borne by the company is less, while on the other hand, consumers can pay higher prices and spend more (Dowling, 2002).…”

“…A company that optimally manages consumer loyalty can influence consumer behavior to endorse other people (Setiawan et al, 2022). For example, a shopping experience that satisfies the consumer is shared with family, close friends, partners, and a network of stakeholders, along with an invitation to purchase the same product (Dowling, 2002;Ha et al, 2011;Lawer & Knox, 2006).…”

Strategi Pemasaran Bisnis Distro Pada Masa Pasca Pandemi Covid-19 Melalui Optimalisasi Kapasitas Pengungkit Advokasi Digital

“…Dinamika pemasaran dapat dijelaskan melalui dua variabel utama yang memainkan peran penting dalam membangun e-advocacy leverage capacity adalah promotion attractiveness dan digital affinity direction. Sementara itu, dua variabel lain yakni market preference enhancement dan consumer retention quality, tidak memainkan peran signifikan dalam upaya perusahaan untuk mendorong advokasi konsumen (Setiawan et al, 2022).…”

Strategi Promosi M’Bro Café and Resto di Masa Pandemi Melalui Platform Instagram

“…Membuat para pengusaha di bidang kuliner meningkatkan kinerja bisnisnya dalam mengembangkan citra produk menu makanan dan minuman yang telah disediakan menjadi inovasi menarik calon konsumen untuk tertarik melakukan keputusan pembelian. Keputusan yang dimaksud adalah dari cara pebisnis yang telah bertransformasi dari layanan offline dikembangkan menjadi layanan online akibat dampak pembatasan sosial yang dilakukan (Setiawan et al, 2022) serta perangkat tim yang bersinergi membuat sebuah konten yang dapat diunggah melalui instagram menarik memasang konten iklan berupa foto, instastory, maupun video. Dalam beberapa dekade terakhir, sektor kewirausahaan termasuk bisnis kuliner telah menjadi sorotan bagi masyarakat dan pemerintah sebagai kekuatan pendorong di balik pembangunan sosioekonomi dan memberikan kontribusi paling berpengaruh negara mana pun (Hamdani & Maulani, 2018;Mai & Nguyen, 2022;Wardana et al, 2022).…”