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PENGARUH SOCIAL MEDIA MARKETING DAN BRAND IMAGE TERHADAP LOYALITAS PELANGGAN ES DURIAN CAHYO PRIMA HARAPAN KOTA BEKASI DENGAN KEPUASAN SEBAGAI MEDIASI
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.
AGRIBISNIS, UNIVERSITAS SULTAN AGENG TIRTAYASA
PENGARUH SOCIAL MEDIA MARKETING DAN BRAND IMAGE TERHADAP LOYALITAS PELANGGAN ES DURIAN CAHYO PRIMA HARAPAN KOTA BEKASI DENGAN KEPUASAN SEBAGAI MEDIASI (Text)
PENGARUH SOCIAL MEDIA MARKETING DAN BRAND IMAGE TERHADAP LOYALITAS PELANGGAN ES DURIAN CAHYO PRIMA HARAPAN KOTA BEKASI DENGAN KEPUASAN SEBAGAI MEDIASI (Other)
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S Agriculture (General)