Analisis Peran Social Media Marketing Activities (SMMAs) Terhadap Loyalitas Pelanggan Melalui Relationship Quality pada Industri Teknologi Informasi di Indonesia
DOI:
https://doi.org/10.62710/5pnk6898Keywords:
SMMAs, Relationship Quality, Customer Loyalty, B2B TI, PLS-SEMAbstract
Media sosial semakin berperan penting sebagai sarana membangun hubungan dengan pelanggan, termasuk dalam industri teknologi informasi berbasis Business-to-Business (B2B). Namun, pemanfaatan aktivitas pemasaran media sosial oleh perusahaan penyedia layanan TI di Indonesia masih belum optimal sebagai strategi untuk memperkuat hubungan dan meningkatkan loyalitas pelanggan. Penelitian ini bertujuan menganalisis pengaruh Social Media Marketing Activities (SMMAs) terhadap Relationship Quality serta dampaknya terhadap Customer Loyalty dengan menggunakan kerangka Stimulus–Organism–Response (S-O-R). Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 320 pelanggan B2B dari tiga perusahaan penyedia layanan teknologi informasi di Indonesia. Data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan pendekatan two-stage untuk mengukur konstruk orde kedua. Hasil penelitian menunjukkan bahwa SMMAs berpengaruh positif terhadap Relationship Quality, dan Relationship Quality juga berpengaruh positif terhadap Customer Loyalty. Temuan ini mengindikasikan bahwa aktivitas pemasaran media sosial yang informatif, interaktif, mengikuti perkembangan industri, mendorong komunikasi dari mulut ke mulut (word-of-mouth), serta disesuaikan dengan kebutuhan pelanggan mampu memperkuat kepercayaan, komitmen, dan kepuasan pelanggan yang pada akhirnya meningkatkan loyalitas pelanggan pada perusahaan penyedia layanan teknologi informasi B2B di Indonesia.
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Copyright (c) 2026 Gabriellia Whitney Setiawan Putri, Muhammad Rizky Novriza, Artha Sejati Ananda (Author)
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