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All Journal Jurnal Manajemen Bisnis Krisnadwipayana
Dirgantoro
Magister Manajemen Fakultas Ekonomi Universitas Krisnadwipayana
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Pemasaran Media Sosial dan Mulut ke Mulut Secara Elektronik terhadap Loyalitas Pelanggan melalui Keterikatan Pelanggan Grab di Provinsi DKI Jakarta Dirgantoro; Ismail Razak; Iwan Kurniawan Subagja
Jurnal Manajemen Bisnis Krisnadwipayana Vol 14 No 1 (2026): Jurnal Manajemen Bisnis Krisnadwipayana
Publisher : Program Studi Magister Manajemen Universitas Krisnadwipayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35137/jmbk.v14i1.1014

Abstract

This study aims to analyze the influence of: 1) social media marketing and electronic word-of-mouth on customer engagement, 2) social media marketing and electronic word-of-mouth on customer loyalty, 3) customer engagement on customer loyalty, 4) social media marketing and electronic word-of-mouth influence customer loyalty through customer engagement. The study was conducted on Grab online transportation customers in Province DKI Jakarta as respondents. The sampling technique used insidental sampling. Data analysis methods used descriptive analysis and path analysis. The results show that: 1) social media marketing and electronic word-of-mouth have a positive and significant effect on customer engagement, 2) social media marketing and electronic word-of-mouth have a positive and significant effect on customer loyalty, 3) customer engagement has a positive and significant effect on customer loyalty, 4) social media marketing and electronic word-of-mouth have a positive and significant effect on customer loyalty through customer engagement.
Co-Authors Ismail Razak Iwan Kurniawan Subagja