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All Journal Escalate : Economics and Business Journal
Amirul Mukminin
Maarif Hasyim Latif University
Economics, Econometrics & Finance

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The Influence of Social Media Interaction, E-Wom, and Promotional Activities on Customer Satisfaction Sabrina Azahra Sidiq; Amirul Mukminin; Vicky Dwi Ardiansyah; Abdul Aziz; Mukti Ali
Escalate : Economics and Business Journal Vol. 4 No. 3 (2026): Escalate : Economics and Business Journal
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v4i3.689

Abstract

The development of digital technology encourages culinary business actors to utilize social media interaction, electronic word of mouth (E-WOM), and promotional activities as marketing strategies to increase customer satisfaction. This study aims to analyze the influence of Social Media Interaction, Electronic Word of Mouth, and Promotional Activities on Customer Satisfaction of Bakso Mas Roy in Sidoarjo Regency, both partially and simultaneously. This study uses a quantitative method with purposive sampling involving 100 respondents. Data were collected using a Likert-scale questionnaire and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results show that Social Media Interaction has no significant effect on Customer Satisfaction, while E-WOM and Promotional Activities have a positive and significant effect. The results of H4–H7 indicate that the tested combinations of the independent variables significantly influence Customer Satisfaction. Promotional Activities have the largest effect size based on an f² value of 0.716, categorized as a large effect. The model has an R-Square value of 0.773, indicating that Social Media Interaction, E-WOM, and Promotional Activities explain 77.3% of the variation in Customer Satisfaction. These findings indicate that promotional activities and E-WOM are important factors associated with Customer Satisfaction at Bakso Mas Roy.
Co-Authors Abdul Aziz Mukti Ali Sabrina Azahra Sidiq Vicky Dwi Ardiansyah