HANIFAH, AULIA (2026) PENGARUH SOCIAL MEDIA MARKETING DAN BRAND IMAGE TERHADAP LOYALITAS PELANGGAN ES DURIAN CAHYO PRIMA HARAPAN KOTA BEKASI DENGAN KEPUASAN SEBAGAI MEDIASI. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to examine the influence of social media marketing and brand image on customer loyalty with customer satisfaction as a mediating variable in the context of Es Durian Cahyo at Prima Harapan, Bekasi City. A quantitative descriptive approach was employed, utilizing Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 3.0 software. The sample consisted of 75 respondents selected through purposive sampling. The results reveal that social media marketing does not have a significant direct effect on customer loyalty (p > 0.05). However, it significantly affects customer satisfaction (p < 0.05). Brand image shows a significant influence on both customer satisfaction and loyalty (p < 0.05). Furthermore, customer satisfaction significantly impacts customer loyalty (p < 0.05). The mediation analysis indicates that customer satisfaction significantly mediates the relationship between social media marketing and customer loyalty, as well as between brand image and customer loyalty. These findings highlight the crucial role of customer satisfaction as a bridging factor between marketing strategies and loyalty outcomes. In conclusion, businesses such as Es Durian Cahyo should focus on enhancing customer satisfaction through effective social media engagement and a strong brand image to build long-term customer loyalty. Strengthening these aspects could improve customer retention and create a more sustainable competitive advantage.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk menganalisis pengaruh pemasaran media sosial dan citra merek terhadap loyalitas pelanggan dengan kepuasan pelanggan sebagai variabel mediasi pada usaha Es Durian Cahyo di Prima Harapan, Kota Bekasi. Penelitian ini menggunakan pendekatan deskriptif kuantitatif dengan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS) yang diolah menggunakan perangkat lunak SmartPLS 3.0. Sampel penelitian berjumlah 75 responden yang dipilih melalui teknik purposive sampling. Hasil penelitian menunjukkan bahwa pemasaran media sosial tidak berpengaruh signifikan secara langsung terhadap loyalitas pelanggan (p > 0,05), namun berpengaruh signifikan terhadap kepuasan pelanggan (p < 0,05). Citra merek terbukti berpengaruh signifikan terhadap kepuasan pelanggan dan loyalitas pelanggan (p < 0,05). Selain itu, kepuasan pelanggan memiliki pengaruh signifikan terhadap loyalitas pelanggan (p < 0,05). Hasil uji mediasi menunjukkan bahwa kepuasan pelanggan secara signifikan memediasi hubungan antara pemasaran media sosial dan loyalitas pelanggan, serta antara citra merek dan loyalitas pelanggan. Temuan ini menegaskan bahwa kepuasan pelanggan memiliki peran penting sebagai variabel penghubung antara strategi pemasaran dan loyalitas pelanggan. Oleh karena itu, pelaku usaha seperti Es Durian Cahyo disarankan untuk meningkatkan kepuasan pelanggan melalui pengelolaan pemasaran media sosial yang efektif dan penguatan citra merek guna membangun loyalitas pelanggan jangka panjang serta menciptakan keunggulan kompetitif yang berkelanjutan. | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian > 54201-Program Studi Agribisnis | |||||||||
| Depositing User: | Aulia - Hanifah | |||||||||
| Date Deposited: | 09 Feb 2026 02:41 | |||||||||
| Last Modified: | 09 Feb 2026 02:41 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/58058 |
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