Consumer loyalty of Indonesia e-commerce SMEs: The role of social media marketing and customer satisfaction

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.