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All Journal Jurnal Humaniora : Jurnal Ilmu Sosial, Ekonomi dan Hukum
Muhammad Jaka Wiratama
Universitas Muhammadiyah Aceh
Humanities Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Social Sciences

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Loyalty: The Use of Chatbots and Social Media Marketing with User Satisfaction as a Mediating Variable Aida Fitri; Muhammad Jaka Wiratama; Daffa Azka; Harbiyah G Harbiyah G
Jurnal Humaniora: Jurnal Ilmu Sosial, Ekonomi dan Hukum Vol. 9 No. 2 (2025): October 2025
Publisher : Center for Research and Community Service (LPPM) University of Abulyatama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30601/humaniora.v9i2.6907

Abstract

Chatbots and social media marketing (SMM) have emerged as two primary tools utilized by companies to enhance customer experience and foster customer loyalty. The objective of this quantitative study is to examine the influence of chatbot usage and social media marketing on customer loyalty, with user satisfaction serving as a mediating variable. A total of 96 respondents from the city of Banda Aceh participated in the survey, selected using a random sampling technique based on individuals actively engaged in business activities. Data were collected through questionnaires and documentation review. Hypothesis testing was conducted using multiple linear regression analysis, including both F-tests (simultaneous) and t-tests (partial), at a 95% confidence level (α = 0.05). The findings indicate that chatbots have a strong influence on customer loyalty, and social media marketing demonstrates a close relationship with customer loyalty. Furthermore, user satisfaction significantly mediates the relationship between these digital tools and loyalty. The implication of this research is that the integration of chatbots and social media marketing, mediated by user satisfaction, significantly influences customer loyalty.
The Influence of Entrepreneurial Capability and Marketing Literacy on the Development of Retail Businesses in Banda Aceh Rian Purnama; Mimiasri Mimiasri; Muhammad Jaka Wiratama
Jurnal Humaniora: Jurnal Ilmu Sosial, Ekonomi dan Hukum Vol. 10 No. 1 (2026): April 2026
Publisher : Center for Research and Community Service (LPPM) University of Abulyatama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30601/humaniora.v10i1.7812

Abstract

This study aims to examine and analyze the simultaneous influence of entrepreneurial capability and marketing literacy on the development of retail businesses in Banda Aceh. The research employed a quantitative approach. The sample consisted of 99 respondents, determined using the Slovin formula. The sampling technique applied was Probability Sampling with a Proportionate Stratified Random Sampling method. Hypothesis testing was conducted using multiple linear regression analysis at a 95% confidence level (α = 0.05). The findings indicate that entrepreneurial capability partially and significantly affects the development of retail businesses in Banda Aceh. Marketing literacy also partially influences retail business development. Furthermore, conscientiousness partially affects the development of retail businesses in Banda Aceh. Simultaneously, entrepreneurial capability and marketing literacy make a significant contribution to the development of retail businesses in Banda Aceh.
Co-Authors Aida Fitri Daffa Azka Harbiyah G Harbiyah G Mimiasri Mimiasri Rian Purnama