%0 Thesis
%9 Skripsi
%A Achmad Nawfal Karim, 15730081
%B FAKULTAS ILMU SOSIAL DAN HUMANIORA
%D 2019
%F digilib:40500
%I UIN SUNAN KALIJAGA
%K Brand Advocacy, Loyalty, Customer Path 5A
%P 130
%T MEMBANGUN BRAND ADVOCACY PADA ERA  KONEKTIVITAS 4.0  (Studi Deskriptif Kualitatif pada Biro Umroh Rihaal  Yogyakarta)
%U https://digilib.uin-suka.ac.id/id/eprint/40500/
%X Indonesia is the country sending the most Hajj pilgrims  in the world, and the second highest country with the highest  number of Umrah pilgrims in 2018. Answered large market  demands, many umroh travel agencies have emerged. At  present, there are 906 umroh travel agencies in Indonesia. The era of connectivity that changed the loyalty model that  was once a repeat purchase, is now a brand advocacy. Brand  advocacy is the phase where brands are recommended to  others. Rihaal which is a newcomer to the world of Umrah  travel agency built brand advocacy or it consumers. This  study aims to analyze how Rihaal built brand advocacy in the  era of connectivity. This research uses descriptive qualitative method with  in-depth interview data collection methods and  documentation. In this study, researchers analyzed how to  build brand advocacy using the 5A path customer concept  which consists of Aware, Appeal, Ask, Act, and Advocate, which was proposed by Hermawan Kartajaya. The results  show that in building brand advocacy, Rihaal optimizes at  every 5A customer path stage
%Z Drs. Bono Setyo, M.Si