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All Journal Journal of Innovative and Creativity
br Sinuraya, Dea Carera
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Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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PENGARUH MEDIA SOSIAL DAN ELECTRONIC WORD OF MOUTH DALAM MENINGKATKAN LOYALITAS PELANGGAN PADA DLUXE NAILS br Sinuraya, Dea Carera; Putra, Irwansyah
Journal of Innovative and Creativity Vol. 6 No. 1 (2026)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v6i1.8844

Abstract

The purpose of this study is to determine the effect of social media and Electronic Word of Mouth in increasing customer loyalty at Dluxe Nails. This study uses a quantitative approach where the population in this study are Dluxe Nails customers recorded from January to December 2024, selected using purposive sampling. Data collection was conducted through questionnaires. The results of the study show that the influence of social media and Electronic Word of Mouth simultaneously has a significant effect on customer loyalty. The tests conducted show that social media and Electronic Word of Mouth partially have a positive and significant effect on customer loyalty. The Adjusted R Square value obtained from the Determinant Coefficient (R2) test on customer loyalty is 0.778, meaning that 77.8% can be explained by social media and Electronic Word of Mouth. Meanwhile, the remaining 22.2% can be explained by other factors not examined in this study.
Co-Authors Putra, Irwansyah