HOW BRAND USERS RESISTANCE TO NEGATIVE INFORMATION BASED ON CUSTOMER VALUE

Abstract

Resistance to negative information is a behavior or additional role that shows when if customers do not regard their interests and fully contribute to the brand. Online transportation services or ride-sharing provide a system for ordering rides or food through the mobile application. This study seeks to examine the influence of brand prestige, brand attractiveness, and value congruity on customer brand identification that builds customer brand engagement and brand loyalty that thereby generating resilience to negative information. This resaurce has variables that can determine resilience to negative information on online transportation customers (brand prestige, value congruity, customer brand identification dan brand loyalty) is a development from a previous study on customers of hotel brands. Participants in this study were 170 respondents who were online transportation customers in jabodetabek (an acronym of Jakarta – Bogor – Depok – Tangerang – Bekasi), Indonesia. In this study, the data collection was designed using an online survey method and using a purposive sampling method. For analysis using factor analysis and structural equation modeling (SEM). This research revealed that brand prestige, brand attractiveness, and value congruity had positive affect to customer brand identification, which influence the customer brand engagement and brand loyalty. Furthermore, brand loyalty generating resilience to negative information during the COVID-19 pandemic. Then if abrand that is identified by customers will create an evaluation of the brand. This leads to a sense of belonging and an increased commitment to continue to be loyal to the brand, thus, they will be resilient to various negative information received.