Abstract
The purpose of this study is to analyze the influence of social media marketing on e-commerce customer satisfaction and loyalty. This study provides insight into the importance of consumer loyalty in the e-commerce industry. The approach used in this study uses quantitative methods through surveys. This study uses a sample of 222 respondents of e-commerce customers. The study uses an online questionnaire through Google Docs. The questionnaire given contains structured questions that are limited by screening, profiling questions and questions related to research variables that affect e-commerce consumer loyalty. The distribution of the questionnaires was carried out by posting on social media groups and direct messages to respondents in accordance with the research requirements. Data analysis of this research, using SEM model using SmartPLS 3.0 software. The results of this study indicate that social media marketing had a significant effect on e-commerce consumer satisfaction, social media marketing had a significant effect on e-commerce consumer loyalty and satisfaction had a significant effect on e-commerce consumer loyalty.
Highlights
The development of the internet in Indonesia is currently experiencing a significant increase
The results of this study have indicated that social media marketing has a significant effect on e-commerce consumer satisfaction, social media marketing has a significant effect on e-commerce consumer loyalty and satisfaction has a significant effect on e-commerce consumer loyalty
Social media marketing has a significant effect on loyalty through trust
Summary
The development of the internet in Indonesia is currently experiencing a significant increase. In line with internet penetration, this has an impact on the progress of the ecommerce business This is because the e-commerce platform can only be used when the user is connected to an internet connection. Social media marketing is the use of social media in marketing products and services through social media tools such as Blogs, Facebook, twitter, Instagram, Youtube, social media is considered as part of integrated marketing communication by providing a platform that allows interaction between fellow users. The research of Barreda et al (2020), Bilgin et al (2018) showed that the popularity of social media today could be a business strategy This is due to the high intensity of the use of social media, and the efficiency of marketing costs. The last is word-ofmouth which refers to the perception of customers to recommend and share experiences with products and services consumed through social media
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