The Role of Digital Technology Competency in the Optimization of Digital Advocacy Models in Distro Business in the New Normal Era

Abstract

The purpose of this study was to identify the variables that may have an impact on the ability of Bandung's distribution business to harness e-advocacy. Due to altered customer behaviour, the post-Covid-19 pandemic environment presents new commercial issues. Particularly in post-market circumstances Covid-19, strategic marketing becomes a strategy for businesses to continue to be able to increase consumer loyalty. Businesses have the choice to promote the digitalization that is currently available by using digital marketing. This study paradigm helped to create the idea of customer advocacy from a strategic marketing angle, which is still hardly ever researched. The information was gathered through an online poll administered by researchers from Bandung-based companies in the distribution sector. Using Smart Partial Least Squares (PLS) software, data were examined based on validity construct, convergent validity, and structural equation modelling. The results obtained from 220 respondents stated that all hypotheses were accepted with positive and significant results. Future research is anticipated to benefit from this study both conceptually and managerially.