The Effect of Digital Marketing Strategy, Social Media Use, and Service Quality on Customer Loyalty at E-commerce Companies in Jakarta

Penulis

  • Deysyelin Y.T.J. Wongkar Sekolah Tinggi Ilmu Ekonomi Widya Darma Kotamobagu
  • Dhety Chusumastuti Sekolah Tinggi Multi Media "MMTC" Yogyakarta
  • Hayu Lusianawati Universitas Sahid
  • Eva Yuniarti Utami Universitas Sebelas Maret
  • Widyatmoko Widyatmoko Universitas Dian Nuswantoro PSDKU Kota Kediri

DOI:

https://doi.org/10.58812/jmws.v3i01.955

Kata Kunci:

Digital Marketing Strategy, Social Media Use, Service Quality, Customer Loyalty, E-commerce, Jakarta, Indonesia

Abstrak

This research investigates the effect of digital marketing strategy, social media use, and service quality on customer loyalty within the context of e-commerce companies operating in Jakarta. A quantitative analysis was conducted with a sample of 150 participants, utilizing Structural Equation Modeling with Partial Least Squares (SEM-PLS 4). Descriptive statistics, measurement model evaluation, structural model results, and mediation analysis were employed to examine the interrelationships among the variables. The findings reveal significant positive relationships between digital marketing strategy, social media use, service quality, and customer loyalty. Furthermore, customer satisfaction was identified as a partial mediator between digital marketing strategy and customer loyalty. The model fit assessment indicates a robust fit, supporting the validity of the proposed structural model. The study provides practical implications for e-commerce companies in Jakarta, emphasizing the importance of holistic strategies that integrate digital marketing, social media, and service quality to enhance customer loyalty.

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Unduhan

Diterbitkan

2024-01-31

Cara Mengutip

Wongkar, D. Y., Chusumastuti, D., Lusianawati, H., Utami, E. Y., & Widyatmoko, W. (2024). The Effect of Digital Marketing Strategy, Social Media Use, and Service Quality on Customer Loyalty at E-commerce Companies in Jakarta. Jurnal Multidisiplin West Science, 3(01), 118–127. https://doi.org/10.58812/jmws.v3i01.955

Terbitan

Vol 3 No 01 (2024): Jurnal Multidisiplin West Science

Bagian

Artikel

Lisensi

Hak Cipta (c) 2024 Deysyelin Y.T.J. Wongkar, Dhety Chusumastuti, Hayu Lusianawati, Eva Yuniarti Utami, Widyatmoko Widyatmoko

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