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Ayu Sulasari
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Pengaruh Social Media Marketing dan Kualitas Produk Terhadap Loyalitas Konsumen pada Thrift Shop Gartenhart di Malang Putra, M. Ilmi Santriawan; Sulasari, Ayu
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 2 (2026): APRIL-JUNI 2026
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/0j8bs486

Abstract

The growth of thrift shop businesses among young generations has been increasing rapidly, particularly in the Malang Raya area. Thrift Shop Gartenhart is one of the businesses that takes advantage of this trend by utilizing Instagram as its main marketing platform. However, consumer loyalty remains fluctuating due to inconsistencies in product quality and digital interaction. This study aims to analyze the influence of social media marketing and product quality on consumer loyalty at Thrift Shop Gartenhart in Malang. The population of this study consisted of all Instagram followers of Gartenhart, totaling 4,012 accounts. The sample was determined using purposive sampling with the criteria of consumers who had made at least two purchases. Based on this criterion, 98 respondents were selected as the research sample. This study employed a quantitative descriptive approach with a questionnaire as the research instrument, and the data were analyzed using multiple linear regression with the assistance of SPSS. The results showed that social media marketing had a positive and significant effect on consumer loyalty, with a t-value of 3.240 > t-table 1.978. Product quality also had a positive and significant effect, with a t-value of 5.291 > t-table. Simultaneously, both variables significantly influenced consumer loyalty, with an F-value of 47.063 > F-table 3.07 and a significance level of 0.000. The coefficient of determination (R²) was 0.425, indicating that 42.5% of consumer loyalty was influenced by social media marketing and product quality, while the remaining percentage was influenced by other factors outside this study.In conclusion, social media marketing and product quality have a positive and significant effect on consumer loyalty. Therefore, Thrift Shop Gartenhart needs to maintain consistency in its social media content strategy and improve product selection and quality control standards to strengthen consumer loyalty amid the increasingly competitive preloved fashion business.
Co-Authors Abd. Muqit Abdilla, Daniar Irvin Achmad Zaini Achmad Zaini Afandi, Yosi Agustin, Fadhilla Amelia Ahmad Fauzi Aini, Yulis Nurul Akhmad, Hamzah Maulana Alabdullah, Tariq Tawfeeq Yousif Anggara, Dimas Yos Arjo, Tri Ramadani Bambang Suryanto Baroroh Lestari Diana Eka Poernamawati Diana Poenamawati Eko Boedi Santoso Ellyn Eka Wahyu Eny Widiyowati Etik Puspitasari, Etik Evelina, Tri Yulistyawati Evi Suwarni, Evi Fadhilah, Alfira Insani Fahmi Muhammad Fauzi Ahmad Muda Halid Hasan Haris Puspito Buwono Ita Rifiani Permatasari Ita Rifiani Permatasari Ita Rifiani Permatasari, Ita Rifiani Jalaluddin, Agus Jatrifia Ongga Sinatrya Juliasari, Rina Kartika Indah Khoiriyah Trianti Kun Mustain LINA BUDIARTI Lina Budiarti, Lina Luchis Rubianto Mahmudatul Himma Masrevastuti Masrevastuti Maulidah, Salisa Maulidina, Ahsani Moh. Abdullah Anshori Muhamad Muwidha Muhammad Muwidha Nadya Lutfiana Putri Nilawati Fiernaningsih Noverita Wahyuningsih Profiyanti Hermien Suharti Putra, M. Ilmi Santriawan R.N. Akhsanu Takwim, R.N. Akhsanu Radhia Jatu Noviarsita Sakti Rena Feri Wijayanti Rena Feri Wijayanti Rina Rachmawati RIZKY ARDIANSYAH Rizky Kurniawan Murtiyanto Setyo Nugroho Sinaga, Yiswi Mariani Amelia Sinatrya, Jatrifia Ongga Siti Nurbaya Susanto Susanto Suselo Utoyo Suselo Utoyo, Suselo Tri Yulistyawati Evelina Tri Yulisyawati Evelina Unarto, Tirto Wirakusuma, Adiyatma Gian Yekie Senja Oktora Yulis Nurul Aini