PENGARUH PROMOSI, KUALITAS PELAYANAN, DAN ELECTRONIC WORD OF MOUTH TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN DI AKUN INSTAGRAM @ROOFTOPIN.NESIA

FAUZAN, MUHAMMAD FAIRUZ and Wedhasmara, Ari (2025) PENGARUH PROMOSI, KUALITAS PELAYANAN, DAN ELECTRONIC WORD OF MOUTH TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN DI AKUN INSTAGRAM @ROOFTOPIN.NESIA. Undergraduate thesis, Sriwijaya University.

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Abstract

Social media utilization is an important strategy in business development in the information technology era. Rooftopin Cafe uses social media to maintain relationships with customers; however, its impact on customer loyalty remains uncertain. This study aims to analyze the influence of promotions, service quality, and electronic word of mouth (e-WOM) on customer loyalty, with customers’ satisfaction as a mediating variable. This research employs a quantitative method, collecting data from 120 respondents namely customers of Rooftopin Café Palembang and followers of the Instagram account @rooftopin.nesia. Data analysis was conducted using SmartPLS. The results indicate that promotions, service quality, and electronic word of mouth have a positive and significant effect on customer satisfaction. Additionally, customer satisfaction has a positive and significant impact on customer loyalty. Furthermore, customer satisfaction is proven to mediate the effect of service quality on customer loyalty, classified as complementary mediation. This finding suggests that service quality not only has a direct impact on customer loyalty but also an indirect effect through customer satisfaction.

Item Type:	Thesis (Undergraduate)
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:	Muhammad Fairuz Fauzan
Date Deposited:	02 May 2025 04:03
Last Modified:	02 May 2025 04:03
URI:	http://repository.unsri.ac.id/id/eprint/171237

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