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Shafa, Gantari
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Humanities Environmental Science Languange, Linguistic, Communication & Media Social Sciences Other

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PENGARUH TERPAAN PROMOSI ONLINE INSTAGRAM TERHADAP LOYALITAS KONSUMEN PADA “SAMBAL BU RUDY” Shafa, Gantari; Sudaryanto, Edy
Sintesa Vol 4 No 01 (2025): Jurnal Sintesa Volume 4 No 01 Januari 2025
Publisher : Universitas 17 Agustus 1945 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30996/sintesa.v4i01.12442

Abstract

In the midst of increasingly fierce business competition, companies must utilize online promotions to encourage first purchases and ensure customer satisfaction, which in turn can motivate repeat purchases and increase consumer loyalty. This study aims to determine the effect of exposure to online promotions on Instagram @pusol.burudy on consumer loyalty. The method used is a survey with a sample of 100 respondents, which measures the effect of online promotions through frequency, attention, and duration on consumer loyalty, which includes repeat purchases, product recommendations, and disinterest in competing products. In this study, stimulus-response (S-R) theory plays an important role, which states that stimuli such as online promotions can trigger certain responses such as consumer loyalty. The findings showed that the majority of respondents agreed that they were exposed to online promotions while viewing content on Instagram @pusol.burudy. In addition, respondents also showed high loyalty to Sambal Bu Rudy products. In conclusion, online promotion through Instagram @pusol.burudy has a significant effect on consumer loyalty, which supports the stimulus-response (S-R) theory.Keywords: Online Promotion Exposure1, Consumer Loyalty2, Instagram3
Co-Authors Sudaryanto, Edy