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All Journal Income Journal of Economics Development GoodWill Journal of Economics, Management, and Accounting
Buyung Romadhoni
Muhammadiyah University of Makassar
Economics, Econometrics & Finance

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The Influence of Marketing Content and Customer Satisfaction on Brand Image on Instagram My Crepe Social Media Fitriani Nurbaiska; Buyung Romadhoni; Syarhini Indrayani
Income Journal Of Economics Development Vol. 4 No. 2 (2024): Juli 2024
Publisher : Pustaka Digital Indonesia

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Abstract

This quantitative study aims to understand the influence of content marketing and customer satisfaction on brand image on My Crepe's Instagram. The sample for this study consists of My Crepe Instagram followers. Quantitative data was obtained through distributed questionnaires related to the problem under study. Data collection was conducted using these questionnaires, which were designed to address the research questions. Both primary and secondary data sources were utilized in this study. Primary data was collected directly from the respondents, while secondary data provided additional context and background information. The research instrument used in this study was a Likert scale method, which allowed for the measurement of respondents' attitudes and opinions on a scale, providing a structured way to capture their perceptions. The research results were analyzed using statistical calculations with the Statistical Package for the Social Sciences (SPSS) version 25. This analysis covered the influence of content marketing and customer satisfaction on My Crepe's Instagram brand image. The findings, discussed in the previous chapters, led to the conclusion that both content marketing and customer satisfaction have a positive and significant impact on the brand image of My Crepe on social media. These findings highlight the importance of strategic content marketing and maintaining high customer satisfaction to enhance brand perception on social media platforms like Instagram. By effectively leveraging these elements, My Crepe can strengthen its brand image, fostering a more robust and engaged follower base. Future research could further explore additional variables or employ different research models to build on these insights and provide a more comprehensive understanding of the factors influencing brand image on social media.
The Influence of Service Quality and Customer Satisfaction on Consumer Loyalty at PT. Hajjah Fatimah Indo Group Bantaeng Regency Multasamsi; Buyung Romadhoni; Sherry Edelia Natrir Kalla
GoodWill Vol. 4 No. 1 (2024): April 2024
Publisher : Yayasan Amerta Insan Unggul

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65246/fkwrve74

Abstract

This study investigates the influence of service quality and customer satisfaction on consumer loyalty at PT. Hajjah Fatimah Indo Group in Bantaeng Regency, Indonesia. In the era of intense market competition, retail businesses must prioritize both service quality and customer satisfaction to retain consumers and enhance loyalty. A quantitative descriptive method was employed, with data collected through structured questionnaires distributed to 153 customers selected using purposive sampling. Service quality was measured using five dimensions: reliability, responsiveness, assurance, empathy, and tangibles, while customer satisfaction was assessed based on feedback systems, surveys, and transactional experiences. Consumer loyalty was evaluated through repeat purchases, positive recommendations, and brand preference. Data were analyzed using multiple linear regression in SPSS 25, with validity, reliability, and classical assumption tests conducted to ensure data quality. The results indicate that service quality significantly affects consumer loyalty (t = 3.561, p < 0.05), and customer satisfaction also has a significant positive effect on loyalty (t = 4.360, p < 0.05). Simultaneous testing confirms that service quality and customer satisfaction jointly influence consumer loyalty (F = …, p < 0.05), explaining 33.2% of its variance. The findings emphasize the critical role of high service standards and satisfaction-focused strategies in enhancing customer loyalty. This study provides actionable insights for retail managers seeking to strengthen consumer relationships, improve service delivery, and sustain competitive advantage in the growing Indonesian retail sector.
Co-Authors Fitriani Nurbaiska Multasamsi Sherry Edelia Natrir Kalla Syarhini Indrayani