Media Sosial Dan Kualitas Layanan Meningkatkan Kepuasan Pelanggan (Survei Pada Media Sosial Toko Buku Online Redaksi Loveable)
DOI:
https://doi.org/10.32897/jiim.2022.1.1.1643Abstract
Penelitian dengan tema kepuasan pelanggan sudah banyak dilakukkan. Variabel yang mempengaruhi kepuasan pelanggan salah satunya adalah kualitas layanan. Di era e-marketing saat ini media sosial juga merupakan variabel yang mempengaruhi kepuasan pelanggan. Tujuan penelitian ini adalah untuk mengkaji dan menganalisa hubungan media sosial dan kualitas layanan dengan kepuasan pelanggan secara simultan dan parsial. Jenis penelitian ini kuantitatif dengan pendekatan secara deskriptif dan verifikatif. Alat analisanya yaitu regresi linear berganda dimana sampel sebanyak 100 orang dengan metode pengambilan sampel accidential sampling. Hasil penelitian menunjukan bahwa media sosial dan kualitas layanan berpengaruh secara signifikan terhadap kepuasan pelanggan secara parsial maupun simultan.
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