The Role of Digital Marketing Interventions in E-Advocacy Leverage Capacity: A Culinary Business Breakthrough to Counter the COVID-19 Pandemic
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 culin...
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| Format: | Article |
| Language: | English |
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Universitas Gadjah Mada
2022-05-01
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| Series: | Journal of Indonesian Economy and Business |
| Subjects: | |
| Online Access: | https://journal.ugm.ac.id/v3/jieb/article/view/3995 |
| _version_ | 1797627670838640640 |
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| author | Ahmad Ikhwan Setiawan Annisa Pratiwi Hendraningsih Sri Rahayu Amina Sukma Dewi |
| author_facet | Ahmad Ikhwan Setiawan Annisa Pratiwi Hendraningsih Sri Rahayu Amina Sukma Dewi |
| author_sort | Ahmad Ikhwan Setiawan |
| collection | DOAJ |
| description |
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.
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| first_indexed | 2024-03-11T10:27:42Z |
| format | Article |
| id | doaj.art-769d9c308674433eb7d453f2b9c74b08 |
| institution | Directory Open Access Journal |
| issn | 2085-8272 2338-5847 |
| language | English |
| last_indexed | 2024-03-11T10:27:42Z |
| publishDate | 2022-05-01 |
| publisher | Universitas Gadjah Mada |
| record_format | Article |
| series | Journal of Indonesian Economy and Business |
| spelling | doaj.art-769d9c308674433eb7d453f2b9c74b082023-11-15T08:57:39ZengUniversitas Gadjah MadaJournal of Indonesian Economy and Business2085-82722338-58472022-05-0137210.22146/jieb.v37i2.3995The Role of Digital Marketing Interventions in E-Advocacy Leverage Capacity: A Culinary Business Breakthrough to Counter the COVID-19 PandemicAhmad Ikhwan Setiawan0Annisa Pratiwi Hendraningsih1Sri Rahayu2Amina Sukma Dewi3{'en_US': 'UNS'}Universitas Sebelas MaretSekolah Tinggi Ilmu Ekonomi, Lampung TimurUniversitas Sebelas Maret 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. https://journal.ugm.ac.id/v3/jieb/article/view/3995e-advocacy leverage capacitydigital marketing interventionCOVID-19 pandemic |
| spellingShingle | Ahmad Ikhwan Setiawan Annisa Pratiwi Hendraningsih Sri Rahayu Amina Sukma Dewi The Role of Digital Marketing Interventions in E-Advocacy Leverage Capacity: A Culinary Business Breakthrough to Counter the COVID-19 Pandemic Journal of Indonesian Economy and Business e-advocacy leverage capacity digital marketing intervention COVID-19 pandemic |
| title | The Role of Digital Marketing Interventions in E-Advocacy Leverage Capacity: A Culinary Business Breakthrough to Counter the COVID-19 Pandemic |
| title_full | The Role of Digital Marketing Interventions in E-Advocacy Leverage Capacity: A Culinary Business Breakthrough to Counter the COVID-19 Pandemic |
| title_fullStr | The Role of Digital Marketing Interventions in E-Advocacy Leverage Capacity: A Culinary Business Breakthrough to Counter the COVID-19 Pandemic |
| title_full_unstemmed | The Role of Digital Marketing Interventions in E-Advocacy Leverage Capacity: A Culinary Business Breakthrough to Counter the COVID-19 Pandemic |
| title_short | The Role of Digital Marketing Interventions in E-Advocacy Leverage Capacity: A Culinary Business Breakthrough to Counter the COVID-19 Pandemic |
| title_sort | role of digital marketing interventions in e advocacy leverage capacity a culinary business breakthrough to counter the covid 19 pandemic |
| topic | e-advocacy leverage capacity digital marketing intervention COVID-19 pandemic |
| url | https://journal.ugm.ac.id/v3/jieb/article/view/3995 |
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