The Influence of Social Media Marketing and Corporate Image on Customer Loyalty is Mediated by Customer Satisfaction (Study of 5 Star Hotel Customers in Malang City)
Journal Title: Journal of Economics, Finance and Management Studies - Year 2024, Vol 7, Issue 01
Abstract
This research aims to test and analyze the influence of social media marketing on customer loyalty, test and analyze the influence of corporate image on customer loyalty, test and analyze the influence of social media marketing on customer satisfaction, test and analyze the influence of corporate image on customer satisfaction, test and analyze the influence customer satisfaction on customer loyalty, testing and analyzing customer satisfaction mediates the influence of social media marketing on customer loyalty, and testing and analyzing customer satisfaction mediates the influence of corporate image on customer loyalty. The sample in this study was 150 respondents. The data analysis technique uses SEM-PLS. The analysis results show that social media marketing has an effect on customer loyalty. Corporate image influences customer loyalty. Social media marketing influences customer satisfaction. Corporate image influences customer satisfaction. Customer satisfaction influences customer loyalty. Customer satisfaction mediates the influence of social media marketing on customer satisfaction. Customer satisfaction mediates the influence of corporate image on customer satisfaction.
Authors and Affiliations
Adelina Mustika Ningrum, Rofiaty, Wahdiyat Moko
Keywords
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- EP ID EP729710
- DOI 10.47191/jefms/v7-i1-16
- Views 60
- Downloads 0
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