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Fauzan, Muhammad Fairuz
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Computer Science & IT Electrical & Electronics Engineering

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The Influence of Promotion, Service Quality, and Electronic Word of Mouth on Customer Loyalty through Customer Satisfaction on the Instagram Account @rooftopin.nesia Fauzan, Muhammad Fairuz; Wedhasmara, Ari; Tania, Ken Ditha; Putra, Apriansyah
SISTEMASI Vol 14, No 4 (2025): Sistemasi: Jurnal Sistem Informasi
Publisher : Program Studi Sistem Informasi Fakultas Teknik dan Ilmu Komputer

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32520/stmsi.v14i4.5196

Abstract

The use of social media has become a key strategy in business development in the era of information technology. Rooftopin Café utilizes social media to build relationships with customers; however, its impact on customer loyalty remains uncertain. This study aims to analyze the influence of promotion, service quality, and electronic word of mouth (e-WOM) on customer loyalty, with customer satisfaction as a mediating variable. Using a quantitative approach, data were collected from 120 respondents—customers who have visited Rooftopin Café in Palembang and follow the Instagram account @rooftopin.nesia. The data were analyzed using SmartPLS. The results show that promotion, service quality, and e-WOM have a positive and significant effect on customer satisfaction. Furthermore, customer satisfaction has a positive and significant influence on customer loyalty. In addition, customer satisfaction is proven to mediate the relationship between service quality and customer loyalty, indicating complementary mediation. This implies that service quality affects customer loyalty not only directly but also indirectly through customer satisfaction.
Co-Authors Apriansyah Putra Ari Wedhasmara Ken Ditha Tania