Proceedings of the Conference on International Issues in Business and Economics Research (CIIBER 2019)

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Social Media and Islamic Marketing Towards Customer Satisfaction and Loyalty Impacts in Indonesia

Authors
Vika Annisa Qurrata, Achmad Murdiono, Nor Ermawati Binti Hussain, Vidya Purnamasari
Corresponding Author
Vika Annisa Qurrata
Available Online 22 January 2021.
DOI
10.2991/aebmr.k.210121.021How to use a DOI?
Keywords
Social Media marketing, Islamic marketing, Customer Satisfaction, Customer Loyalty, Path Analysis
Abstract

The operations and success of the business have been influenced by internet technology and social media. The interaction between seller and buyer has been changed since social media influencing the way of marketing. When the sellers know how to maximize their facilitation in behaviors, social media will yield excellent company sales results. Thus, social media involvement has increased. We test the impact of social media and Islamic marketing on customer satisfaction and customer loyalty. Using explanatory research and a quantitative approach, we empirically test a model using path analysis and descriptive analysis. This study took a sample of 140 respondents by purposive sampling technique. The calculation of path analysis showed that not only social media but also Islamic Marketing has an impact on customer satisfaction. Also, customer satisfaction has a positive relationship with customer loyalty. Findings suggest that customer need social media due to its essential role in communicating information. However, Islamic marketing related to social media has to be maintained and improved to enhance company revenue.

Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the Conference on International Issues in Business and Economics Research (CIIBER 2019)
Series
Advances in Economics, Business and Management Research
Publication Date
22 January 2021
ISBN
10.2991/aebmr.k.210121.021
ISSN
2352-5428
DOI
10.2991/aebmr.k.210121.021How to use a DOI?
Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - Vika Annisa Qurrata
AU  - Achmad Murdiono
AU  - Nor Ermawati Binti Hussain
AU  - Vidya Purnamasari
PY  - 2021
DA  - 2021/01/22
TI  - Social Media and Islamic Marketing Towards Customer Satisfaction and Loyalty Impacts in Indonesia
BT  - Proceedings of the Conference on International Issues in Business and Economics Research (CIIBER 2019)
PB  - Atlantis Press
SP  - 139
EP  - 147
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210121.021
DO  - 10.2991/aebmr.k.210121.021
ID  - Qurrata2021
ER  -