Pengaruh Social Media Marketing dan Customer Experience Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Mediasi di Depo Jaya Bangunan Mataram
Keywords:
Social Media Marketing, Customer Experience, Kepuasan Pelanggan, Loyalitas PelangganAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing dan customer experience terhadap loyalitas pelanggan melalui kepuasan pelanggan sebagai variabel mediasi pada Depo Jaya Bangunan Mataram. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian asosiatif kausal dengan jumlah sampel sebanyak 105 responden yang ditentukan menggunakan teknik purposive sampling. Data dikumpulkan melalui penyebaran kuesioner menggunakan Google Form dan dianalisis menggunakan metode SEM-PLS dengan bantuan SmartPLS 4.0. Hasil penelitian menunjukkan bahwa social media marketing dan customer experience berpengaruh positif dan signifikan terhadap kepuasan pelanggan, serta kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Selain itu, kepuasan pelanggan mampu memediasi secara parsial pengaruh social media marketing dan customer experience terhadap loyalitas pelanggan. Temuan ini menunjukkan bahwa peningkatan aktivitas pemasaran melalui media sosial dan penciptaan pengalaman pelanggan yang positif dapat meningkatkan kepuasan serta memperkuat loyalitas pelanggan pada Depo Jaya Bangunan Mataram.
Unduhan
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