Skripsi

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

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Penilaian

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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.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2507002397	T171237	T1712372025	Central Library (Reference)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1712372025

Publisher

Indralaya : Prodi Sistem Informasi, Fakultas Ilmu Komputer Universitas Sriwijaya., 2025

Collation

xv, 121 hlm.; ilus.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

006.754 07

Content Type

Text

Media Type

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Carrier Type

-

Edition

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Subject(s)

Media Sosial--Instagram

Specific Detail Info

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Statement of Responsibility

MI

Other version/related

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