Social Media and Islamic Marketing Towards Customer Satisfaction and Loyalty Impacts in Indonesia
- DOI
- 10.2991/aebmr.k.210121.021How to use a DOI?
- Keywords
- Social Media marketing, Islamic marketing, Customer Satisfaction, Customer Loyalty, Path Analysis
- Abstract
The operations and success of the business have been influenced by internet technology and social media. The interaction between seller and buyer has been changed since social media influencing the way of marketing. When the sellers know how to maximize their facilitation in behaviors, social media will yield excellent company sales results. Thus, social media involvement has increased. We test the impact of social media and Islamic marketing on customer satisfaction and customer loyalty. Using explanatory research and a quantitative approach, we empirically test a model using path analysis and descriptive analysis. This study took a sample of 140 respondents by purposive sampling technique. The calculation of path analysis showed that not only social media but also Islamic Marketing has an impact on customer satisfaction. Also, customer satisfaction has a positive relationship with customer loyalty. Findings suggest that customer need social media due to its essential role in communicating information. However, Islamic marketing related to social media has to be maintained and improved to enhance company revenue.
- Copyright
- © 2021, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Vika Annisa Qurrata AU - Achmad Murdiono AU - Nor Ermawati Binti Hussain AU - Vidya Purnamasari PY - 2021 DA - 2021/01/22 TI - Social Media and Islamic Marketing Towards Customer Satisfaction and Loyalty Impacts in Indonesia BT - Proceedings of the Conference on International Issues in Business and Economics Research (CIIBER 2019) PB - Atlantis Press SP - 139 EP - 147 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.210121.021 DO - 10.2991/aebmr.k.210121.021 ID - Qurrata2021 ER -