Pengujian Aktivitas Social Media Marketing terhadap Continuance Intention: Peran Kepuasan Pelanggan

Zacky Zulfikar Zahram, Rully Arlan Tjahyadi

Abstract


The proliferation of social media has reflected society's need for virtual interaction. Currently, social media plays a crucial role not only for seeking information and communication but also as a significant marketing platform. This phenomenon indicates that companies are capable of utilizing social media as an integral part of their online marketing strategy. This research aims to determine the influence of social media marketing on customer satisfaction and continuance intention. Explanatory research method were used to explain the influence between the dependent and independent variables in the hypothesis. Each proposed hypothesis in this study was tested using descriptive statistical analysis, path analysis, and hypothesis testing through the SPSS statistical analysis. The sample consists of individuals who use TikTok social media application. The sampling method used is purposive sampling. Data for this research were collected using a questionnaire from 200 samples. The results indicate that social media marketing significantly influences customer satisfaction and continuance intention. The other result indicate that customer satisfaction as a partial mediation. The implication of this research result is the importance of utilizing social media marketing activities as a tool to enhance customer interaction, increase product information, brand exposure, as well as build communities, which ultimately can influence customer attitudes and behaviors.

Keywords


Continuance Intention, Customer Satisfaction, Social Media Marketing

Full Text:

PDF

References


Aini, I. N., Soebandhi, S., & Baktiono, A. (2019). Continuance Intention untuk Menggunakan SIPP Online: Peran Mediasi dari Service Quality. Diperoleh dari https://journal.uny.ac.id/index.php/economia/article/downloadSuppFile/14016/2143.

Allen, K., Kurniawati, K., Tjahyadi, R. A., & Febriano, S. (2022). Analisa Pengaruh Brand Image dan Corporate Branding terhadap Consumer Chioce pada Universitas Kristen Maranatha: Brand Equity sebagai Variabel Mediasi (Studi pada Siswa Siswi SMA Kristen Kota Bandung. Jurnal Ilmiah Manajemen Bisnis dan Inovasi, 9(3), 1758-1773.

Amoroso, D., & Lim, R. (2017). The Mediating Effects of Habit on Continuance Intention. International Journal of Information Management, 37(6), 693–702. https://doi.org/10.1016/j.ijinfomgt.2017.05.003.

Ananda, D. (2022). The Influence of Instagram as Social Media Marketing on Women’s Consumption Behavior in Sampit City. Jurnal Kajian Ekonomi, Manajemen, & Akuntansi, 3(2), 81–92. http://jurnal.unda.ac.id/index.php/KEIZAI/index.

Andrew, R. & Ardianti, R. (2022). Perceived Playfulness, Perceived Usefulness, Confirmation dan Continuance Intention pada Layanan Video on Demand: Satisfaction sebagai Mediasi. Management and Business Review, 6(2), 195–211. https://doi.org/10.21067/mbr.v6i2.7549.

Bahrudin., M. & Zuhro., S. (2015). Pengaruh Kepercayaan dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan. Jurnal Bisnis dan Manajemen Islam, 3(1), 1-17.

Bhattacherjee, A. (2001). Understanding Information Systems Continuance: An Expectation-Confirmation Model Author(s): Anol Bhattacherjee Source. MIS Quarterly, 25(3), 351-170.

Chen, S. C. & Lin, C. P. (2019). Understanding the Effect of Social Media Marketing Activities: The Mediation of Social Identification, Perceived Value, and Satisfaction. Technological Forecasting and Social Change, 140, 22–32. https://doi.org/10.1016/j.techfore.2018.11.025.

Fajri, D. & Ma’ruf, J. J., (2018). Pengaruh Social Media Marketing dan Promosi Harga terhadap Kepuasan Pelanggan dan Pengalaman Konsumen Sebagai Variabel Mediasi Pada Maskapai Penerbangan Airasia di Banda Aceh. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 3(3), 33-48.

Ghozali, I. (2016). Analisis Multivariate dengan Program IBM SPSS 23. Cetakan kedelapan. Semarang: Badan Penerbit Universitas Diponegoro.

Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social Media Marketing Efforts of Luxury Brands: Influence on Brand Equity and Consumer Behavior. Journal of Business Research, 69(12), 5833–5841. https://doi.org/10.1016/j.jbusres.2016.04.181.

Han, M., Wu, J., Wang, Y., & Hong, M. (2018). A Model and Empirical Study on the User’s Continuance Intention in Online China Brand Communities Based on Customer-Perceived Benefits. Journal of Open Innovation: Technology, Market, and Complexity, 4(4). https://doi.org/10.3390/joitmc4040046.

Kurniawan, S. (2018). Pengaruh Perceived Usefulness, Perceived Enjoyment, Social Ties, Satisfaction, Habit Terhadap Continuance Intention Pada Aplikasi Facebook di Indonesia. Jurnal Ilmiah Mahasiswa Universitas Universitas Surabaya, 7(1), 1441-1450.

Kusumawardani., E., A. (2017). Pengaruh Kepercayaan Terhadap Keputusan Pembelian Online Shop (Studi Kuantitatif di Kalangan Siswi Kelas XI IPS 3 SMA Negeri 4 Surakarta melalui Online Shop di Instagram) (Skripsi Sarjana). Universitas Muhammadiyah Surakarta, Surakarta, Indonesia.

Mahardhika, C. S. & Tjahyadi, R. A. (2022). Pengujian Pemasaran Media Sosial terhadap Keputusan Pembelian: Peran Kesadaran Merek sebagai Variabel Mediasi pada Produk Kosmetik Emina. Jurnal Riset Bisnis, 5(2), 130-142.

Monica, C., & Briliana, V. (2020). Faktor-Faktor yang Mempengaruhi Continuance Intention Pengguna Go-Food di Jakarta. Jurnal Wira Ekonomi Mikroskil, 9(2), 115–126. https://doi.org/10.55601/jwem.v9i2.624.

Nurhasinah (2023). Pengguna Internet di Indonesia Makin Tinggi. Diperoleh dari https://indonesiabaik.id/infografis/pengguna-internet-di-indonesia-makintinggi Berdasarkan hasil survei Asosiasi Penyelenggara,sebanyak 213 juta pengguna.

Pratiwi, B., Sadat, M,A., & Monoarfa, A. T. (2023) Pengaruh Social Media Marketing, Brand Equity, dan Perceived Value terhadap Continuance Intention pada Pengguna Marketplace di Jakarta. Jurnal Bisnis, Manajemen, dan Keuangan, 4(1), 114-131.

Ristiana, A., Selvira, R., Sari, W., & Kristaung, R. (2022). Keterkaitan Social Media Terhadap Customer Satisfaction. Digital Ekonomi, 1(1), 15-24.

Wibowo, D. U., Yulianto, E., & Sunarti (2022). Pengaruh Social Media Marketing terhadap Kesadaran Merek, Citra Merek dan Kepuasan Konsumen. Profit: Jurnal Administrasi Bisnis, 16(1), 130-137.




DOI: https://doi.org/10.31294/eco.v7i2.16124

Copyright (c) 2023 Zacky Zulfikar Zahram, Rully Arlan Tjahyadi

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

ISSN: 2355-0295 || EISSN: 2549-8932

-----------------------

Indexed by:

   
 
 
 dipublikasikan oleh LPPM Universitas Bina Sarana Informatika dengan dukungan Relawan Jurnal Indonesia

Jl. Kramat Raya No.98, Kwitang, Kec. Senen, Kota Jakarta Pusat, DKI Jakarta 10450
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License