The Effect of Social Media Marketing, Word of Mouth, and Trust on Consumer Satisfaction

Abstract

The purpose of this study was to determine the effect of social media marketing, word of mouth, and trust on consumer satisfaction at Terang Bulan TOP, Sekardangan Branch, Sidoarjo. This research is based on the fact that there was a decline in sales at Terang Bulan TOP, Sekardangan Branch, Sidoarjo. The application of social media marketing, and word of mouth strategies have been implemented properly so as to create consumer trust and increase customer satisfaction. However, the implementation of social media marketing and word of mouth is still not optimal so that it affects consumer confidence and other consumer satisfaction. This study uses quantitative methods. Data collection techniques using questionnaires, distributed to 100 respondents who have purchased products Terang Bulan TOP Sekardangan Sidoarjo Branch at least 2 times. The data analysis technique used in this study is multiple linear regression using SPSS (Statistical Program for Social Science) version 18. The results of this study indicate that social media marketing variables affect consumer satisfaction, word of mouth variables affect consumer satisfaction, and trust affect consumer satisfaction. The variables of social media marketing, word of mouth, and trust have a simultaneous effect on consumer satisfaction at Terang Bulan TOP, Sekardangan Branch, Sidoarjo.