Pengaruh Social Media Marketing Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Karya Juragan Medali Di Tasikmalaya
DOI:
https://doi.org/10.65310/ddv4s971Keywords:
Social Media Marketing, Service Quality, Customer Satisfaction, Digital Marketing, Customer ExperienceAbstract
This study examines the effects of Social Media Marketing and Service Quality on Customer Satisfaction at Karya Juragan Medali in Tasikmalaya. A quantitative descriptive-verificative approach was employed involving 91 respondents selected through purposive sampling from a population of 1,710 customers. Data were collected using a five-point Likert-scale questionnaire and analyzed with multiple linear regression using IBM SPSS Version 27. The results show that Social Media Marketing has a positive and significant effect on Customer Satisfaction, with a coefficient of 0.263, t-value of 3.458, and significance of 0.001. Service Quality also has a positive and significant effect, with a coefficient of 0.379, t-value of 5.251, and p-value below 0.001, indicating a stronger relative contribution. Simultaneously, both variables significantly affect Customer Satisfaction, as indicated by an F-value of 30.292 and p-value below 0.001. The model explains 40.8% of the variation in Customer Satisfaction, while 59.2% is explained by other factors. These findings emphasize the importance of integrating consistent social media marketing with responsive, reliable, and customer-oriented service to improve customer satisfaction, especially for customized product businesses operating across digital and offline channels.
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Copyright (c) 2026 Nita Hilatul Aspa, Shinta Dzauharoh (Author)
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