Strategi Pemanfaatan Media Sosial Dalam Meningkatkan Kesetiaan Pelanggan Restoran

Penulis

  • Jeremy Cristyano Santoso Universitas Setia Budi
  • Waluyo Budi Atmoko Universitas Setia Budi
  • Ariefah Yulandari Universitas Setia Budi

DOI:

https://doi.org/10.58812/jmws.v3i08.1577

Kata Kunci:

Nilai Persepsian, Media Sosial, Kepuasan, Kesetiaan, Restoran

Abstrak

Penelitian ini bertujuan untuk menguji bagaimana media sosial mempengaruhi hubungan antara nilai persepsian, kepuasan pelanggan, dan kesetiaan pelanggan. Data dikumpulkan melalui kuisioner secara daring yang disebar melalui beberapa platform seperti WhatsApp, Instagram, Facebook, dan Telegram, dengan sampel sebanyak 200 responden yang dipilih menggunakan teknik purposive sampling. Analisis regresi logistik digunakan untuk menguji hipotesis-hipotesis dalam penelitian ini. Hasil penelitian menunjukkan bahwa dari empat hipotesis yang diuji, tiga hipotesis terbukti signifikan, sedangkan satu hipotesis tidak mendapatkan dukungan. Spesifiknya, kepuasan pelanggan secara positif mempengaruhi kesetiaan pelanggan, nilai persepsi memiliki pengaruh positif terhadap kepuasan pelanggan, dan media sosial memoderasi hubungan antara kepuasan pelanggan dan kesetiaan pelanggan. Namun, tidak ada bukti bahwa media sosial memoderasi hubungan antara nilai persepsian dan kepuasan pelanggan.

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Unduhan

Diterbitkan

2024-08-30

Cara Mengutip

Santoso, J. C., Atmoko, W. B., & Yulandari, A. (2024). Strategi Pemanfaatan Media Sosial Dalam Meningkatkan Kesetiaan Pelanggan Restoran. Jurnal Multidisiplin West Science, 3(08), 1236–1247. https://doi.org/10.58812/jmws.v3i08.1577

Terbitan

Vol 3 No 08 (2024): Jurnal Multidisiplin West Science

Bagian

Artikel

Lisensi

Hak Cipta (c) 2024 Jeremy Cristyano Santoso, Waluyo Budi Atmoko, Ariefah Yulandari

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