PENGARUH SOCIAL CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP LOYALITAS PELANGGAN MELALUI CUSTOMER ENGAGEMENT DI AKUN INSTAGRAM @MR.BRO_BARBERSHOP

CAESAR, ERICK PRIM and Wedhasmara, Ari (2024) PENGARUH SOCIAL CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP LOYALITAS PELANGGAN MELALUI CUSTOMER ENGAGEMENT DI AKUN INSTAGRAM @MR.BRO_BARBERSHOP. Undergraduate thesis, Sriwijaya University.

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Abstract

Mr. Bro Barbershop utilizes social media to maintain relationships with customers, but the company is uncertain whether the use of social media actually increases customer loyalty. This study employs a quantitative research method. The data used in this study were collected through a questionnaire distributed to 89 respondents who are customers of Mr. Bro Barbershop Palembang and followers of the Instagram account @mr.bro_barbershop. The collected data were then analyzed using the SmartPLS application. After analyzing the data, it can be concluded that Social CRM has a significant impact on Customer Engagement with Original Sample value of 0.826, T-Statistic 19.630, and P-Value 0.000; Customer Engagement has a significant impact on Customer Loyalty with Original Sample value of 0.428, T-Statistic 2.926, and P-Value 0.004; Social CRM has a significant impact on Customer Loyalty with Original Sample value of 0.416, T-Statistic 2.641, and P-Value 0.009; and Social CRM has a significant impact on Customer Loyalty through Customer Engagement with Original Sample value of 0.354, T-Statistic 2.733, and P-Value 0.007. Furthermore, the mediation characteristic in this study is Complementary, indicating that both direct and indirect effects are significant and have a positive direction.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Social CRM, Customer Engagement, Loyalitas Pelanggan, Barbershop
Subjects:	T Technology > T Technology (General) > T10.5-11.9 Communication of technical information
Divisions:	09-Faculty of Computer Science > 57201-Information Systems (S1)
Depositing User:	Erick Prim Caesar
Date Deposited:	07 Jan 2025 07:01
Last Modified:	07 Jan 2025 07:01
URI:	http://repository.unsri.ac.id/id/eprint/162681

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