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.