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PENGARUH SOCIAL CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP LOYALITAS PELANGGAN MELALUI CUSTOMER ENGAGEMENT DI AKUN INSTAGRAM @MR.BRO_BARBERSHOP

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Mr. Bro Barbershop utilizes social media to maintain relationships with customers, but the company is uncertain whether the use of social media actually increases customer loyalty. This study employs a quantitative research method. The data used in this study were collected through a questionnaire distributed to 89 respondents who are customers of Mr. Bro Barbershop Palembang and followers of the Instagram account @mr.bro_barbershop. The collected data were then analyzed using the SmartPLS application. After analyzing the data, it can be concluded that Social CRM has a significant impact on Customer Engagement with Original Sample value of 0.826, T-Statistic 19.630, and P-Value 0.000; Customer Engagement has a significant impact on Customer Loyalty with Original Sample value of 0.428, T-Statistic 2.926, and P-Value 0.004; Social CRM has a significant impact on Customer Loyalty with Original Sample value of 0.416, T-Statistic 2.641, and P-Value 0.009; and Social CRM has a significant impact on Customer Loyalty through Customer Engagement with Original Sample value of 0.354, T-Statistic 2.733, and P-Value 0.007. Furthermore, the mediation characteristic in this study is Complementary, indicating that both direct and indirect effects are significant and have a positive direction.

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Detail Information

Series Title

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Call Number

T1626812024

Publisher

Indralaya : Prodi Sistem Informasi, Fakultas Ilmu Komputer Universitas Sriwijaya., 2024

Collation

xiv, 61 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

006.754 07

Content Type

Text

Media Type

unmediated

Carrier Type

other (computer)

Edition

-

Subject(s)

Instagram
Prodi Sistem Informasi

Specific Detail Info

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Statement of Responsibility

MURZ

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