THE ROLE OF CUSTOMER SATISFACTION IN MEDIATING THE INFLUENCE OF SOCIAL MEDIA MARKETING AND SERVICE QUALITY ON CUSTOMER LOYALTY OF PRIMA MEDIA GRAFIKA JEMBER

Abstract

This research is an explanatory research study to analyze the role of customer satisfaction in mediating the influence of social media marketing and service quality on customer loyalty of Prima Media Grafika Jember. This research technique uses non-probability sampling with a purposive sampling approach. The sample size used in this research was 105 respondents. Data was collected by distributing questionnaires, with the criteria being that respondents were at least 18 years old and had used Prima Media Grafika services more than once. The analysis method for this research uses path analysis. The research results show that social media marketing has an effect on customer satisfaction, service quality has an effect on customer satisfaction, social media marketing has an effect on customer loyalty, service quality has an effect on customer loyalty, customer satisfaction has an effect on customer loyalty, social media marketing has an effect on customer loyalty through satisfaction customers and service quality influence customer loyalty through customer satisfaction of Prima Media Grafika Jember.