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All Journal QALAMUNA: Jurnal Pendidikan, Sosial, dan Agama JPPI (Jurnal Pendidikan Islam Pendekatan Interdisipliner) JURNAL MANAJEMEN BISNIS SOSIOEDUKASI : JURNAL ILMIAH ILMU PENDIDIKAN DAN SOSIAL International Journal of Engagement and Empowerment (IJE2) Mabny : Journal of Sharia Management and Business International Journal of Multidisciplinary Research and Literature (IJOMRAL) Bhinneka Multidisiplin Journal Advances in Management & Financial Reporting Jurnal Kajian Ekonomi dan Perbankan Syariah Journal of Pedagogi
Rifai, Mesrawati
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Member Card and Social Media Promotion Strategies on Customer Loyalty Salam, Karta Negara; Pratiwi Ar, Dhita; Rifai, Mesrawati
Jurnal Manajemen Bisnis Vol. 13 No. 1 (2026): March
Publisher : Pusat Penerbitan dan Publikasi Ilmiah, FEB, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33096/k1yx8j77

Abstract

This study aimed to analyze the influence of the Member Card Promotion strategy and social media on Customer Loyalty at the Kaku Food Sudiang Branch in Makassar. A quantitative research design was employed, utilizing a survey method with a sample of 90 respondents selected through purposive sampling. Data were analyzed using Partial Least Squares - Structural Equation Modeling (PLS-SEM) to evaluate the structural relationships between the variables. The results revealed that while MCP had a significant positive effect on customer loyalty, the impact of SOM was statistically insignificant. The model demonstrated a moderate explanatory power, indicating that the combined strategy effectively explained a substantial portion of the variance in loyalty. These findings suggest that membership-based incentives are the primary drivers of customer retention in this context, whereas social media serves as a secondary engagement tool. The study highlights the need for Kaku Food to prioritize enhancing its membership program benefits while refining its social media content to bridge the gap between digital engagement and actual customer loyalty.
Co-Authors Abdul Wahab Andi Makkulawu Panyiwi Kessi B, Jalil Dessy Pramudiani Haris Dibdyaningsih Hasnawati Hasnawati Hiljati, Hiljati Himawan, Ferdiansyah Kasim, Amrah Krisnanto, Budhi Lawalata, Izaac L D Mahmud, Natsir Makduani, Rivai Masnama, Masnama Muzakkir Muzakkir Nengsih, Hijrana Palandi, Esther Hesline Panus, Panus Pratiwi AR, Dhita R, Musdalipa Rendi Rendi, Rendi S. Sumihatul Ummah MS, S. Sumihatul Salam, Karta Negara Sari, Regiena Sonjaya, Iwan Sulaiman, Fauziah Verawaty Verawaty Wari, Ahmad Agus