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All Journal Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan
Sovi Alawiyah
Universitas Wanita Internasional
Economics, Econometrics & Finance Other

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Pengaruh Promosi Digital Instagram dan Pengalaman Pelanggan Terhadap Kepuasan Pelanggan Aplikasi Pegadaian Digital Service di Cabang Cicalengka Sovi Alawiyah; Rizka Aula Assaf
Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan Vol. 6 No. 2 (2026): Juni, Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurimbik.v6i2.2058

Abstract

The development of digital technology encourages companies to utilize social media for promotion while enhancing customer experience through digital services. PT Pegadaian (Persero) has adapted by introducing the Pegadaian Digital Service Application and conducting digital promotion through Instagram. This study aims to analyze the effect of Instagram digital promotion and customer experience on customer satisfaction with the Pegadaian Digital Service Application at the Cicalengka Branch. This research uses a quantitative descriptive and verificative approach with a sample of 97 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed through multiple linear regression with SPSS. The results show that Instagram digital promotion and customer experience have a positive and significant effect on customer satisfaction, both partially and simultaneously, with a coefficient of determination of 82.3%, while the remaining variance is influenced by other factors outside the study.
Co-Authors Rizka Aula Assaf