Media Sosial Dan Kualitas Layanan Meningkatkan Kepuasan Pelanggan (Survei Pada Media Sosial Toko Buku Online Redaksi Loveable)

Authors

  • Indra Siam Wahyono Universitas Sangga Buana

DOI:

https://doi.org/10.32897/jiim.2022.1.1.1643

Abstract

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.

References

Willianti C, Oktavianti R. Pengaruh Motif Penggunaan Media Sosial Instagram terhadap Kepuasan Konsumen (Studi pada Followers @pluffyschoice). Prologia. 2019;3(1):47.

Fajri D, Ma’ruf JJ. Pengaruh Social Media Marketing Dan Promosi Terhadap Kepuasan Konsumen dan Pengalaman Konsumen Sebagai Variabel Mediasi Pada Maskapai Penerbangan Airasia di Banda Aceh. J Ilm Mhs Ekon Manaj. 2017;1(1):12–4.

Moh’d A-SAMJ. The Impact of Social Media Marketing on Customer Satisfaction through Brand Image (Field Study based on Customers of Jordan Telecommunication Companies, Applied on the Students of the Private Universities that Located in Amman- Jordan). 2017.

Chantal Rootman, Cupp N. the Impact of Social Media on Customer Satisfaction and Retention in the Banking Industry: Views of Clients and Managers. J Chem Inf Model. 2016;281–98.

Chen SC, Lin CP. Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technol Forecast Soc Change [Internet]. 2019;140(July 2018):22–32. Available from: https://doi.org/10.1016/j.techfore.2018.11.025

Ramanathan U, Subramanian N, Parrott G. Role of social media in retail network operations and marketing to enhance customer satisfaction. Int J Oper Prod Manag. 2017;37(1):105–23.

Agnihotri R, Dingus R, Hu MY, Krush MT. Industrial Marketing Management Social media : In fl uencing customer satisfaction in B2B sales. Ind Mark Manag [Internet]. 2016;53:172–80. Available from: http://dx.doi.org/10.1016/j.indmarman.2015.09.003

Dawi NM, Jusoh A, Streimikis J, Mardani A. The influence of service quality on customer satisfaction and customer behavioral intentions by moderating role of switching barriers in satellite pay TV market. Econ Sociol. 2018;11(4):198–218.

Wibisono A, , S. Pengaruh Kualitas Jasa Pelayanan Terhadap Kepuasan Pelanggan. Perform “ J Bisnis Akuntansi.” 2016;6(2):32.

Minh NV, Huu NH. The Relationship between Service Quality , Customer Satisfaction and Customer Loyalty : An Investigation in Vietnamese Retail Banking Sector. J Compet. 2016;8(2):103–16.

Puung F kurnia, Fudholi A, Dharmmesta BS. Analisis Pengaruh Kualitas Pelayanan Pada Kepuasan Dan Loyalitas Pelanggan Di Salon Dan Spa. Anal Pengaruh Kualitas Pelayanan Pada Kepuasan Dan Loyal Pelangg Di Salon Dan Spa. 2014;4(2):105–10.

Zhong Y, Moon HC. What drives customer satisfaction, loyalty, and happiness in fast-food restaurants in china? Perceived price, service quality, food quality, physical environment quality, and the moderating role of gender. Foods. 2020;9(4).

Kwok SY, Jusoh A, Khalifah Z. The influence of Service Quality on Satisfaction: Does gender really matter? Intang Cap. 2016;12(2):444–61.

Mayfield A. What is Social Media? Social Media Security. 2014. 1–20 p.

Henderson A, Bowley R. Authentic dialogue? The role of “friendship” in a social media recruitment campaign. J Commun Manag. 2010;14(3):237–57.

Baruah TD. Effectiveness of Social Media as a tool of communication and its potential for technology enabled connections: A micro-level study. Int J Sci Res Publ [Internet]. 2012;2(5):1–10. Available from: http://www.ijsrp.org/research_paper_may2012/ijsrp-may-2012-24.pdf

Harvey K. Social Media, Definition and Classes of. Encycl Soc Media Polit. 2014;(January 2014).

Bowie S. Social work and the role of social media best practices What is social media ? Assoc Caribb Soc Work Educ 11th Bienn Conf Curacao. 2012;1–39.

Ramya N. Service Quality and Its Dimensions. EPRA Int J Res Dev. 2019;4(February).

Ramachandran A, Vijayabanu C. A review of customer satisfaction towards service quality of banking sector. Period Polytech Soc Manag Sci. 2012;20(2):71–9.

Ghotbabadi AR, Feiz S, Baharun R. Service Quality Measurements: A Review. Int J Acad Res Bus Soc Sci. 2015;5(2):267–86.

Pakurár M, Haddad H, Nagy J, Popp J, Oláh J. The service quality dimensions that affect customer satisfaction in the Jordanian banking sector. Sustain. 2019;11(4):1–24.

Biesok G, Wyród-Wróbel J. Customer satisfaction - Meaning and methods of measuring. Mark Logist Probl Manag Organ. 2011;(June):23–41.

Karolina Ilieska. Customer Satisfaction Index – as a Base for Strategic Marketing Management. TEM J [Internet]. 2013;2(294):327–31. Available from: www.temjournal.com

Darsono LI, Junaedi CM. An Examination of Perceived Quality, Satisfaction, and Loyalty Relationship: Applicability of Comparative and Noncomparative Evaluation. Gadjah Mada Int J Bus. 2006;8(3):323.

Downloads

Published

2022-08-15