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All Journal Jurnal Pengembangan Teknologi Informasi dan Ilmu Komputer
Ahmad Syaifulloh Imron
Fakultas Ilmu Komputer, Universitas Brawijaya
Computer Science & IT Control & Systems Engineering Education Electrical & Electronics Engineering Engineering

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Analisis Pengaruh Pemasaran Media Sosial Terhadap Loyalitas Konsumen: Studi Pada Transportasi Online (Go-Jek Indonesia) Ahmad Syaifulloh Imron; Niken Hendrakusma Wardani; Retno Indah Rokhmawati
Jurnal Pengembangan Teknologi Informasi dan Ilmu Komputer Vol 2 No 9 (2018): September 2018
Publisher : Fakultas Ilmu Komputer (FILKOM), Universitas Brawijaya

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Abstract

Competition among providers of online transportation services in this era is getting tighter. Utilization of social media can be one strategy can be used by the company. PT. Gojek Indonesia is an online transport service provider that actively conducts customer relationship management through social media marketing to gain customer loyalty. There is a positive influence on consumer loyalty when companies do advantages campaigns, relevant content, popular content, frequently updated content, various platforms and applications on social media. This study conducted a test related to the relationship between social media marketing with consumer loyalty using multiple linear regression analysis. Respondents from this research are users of PT. Gojek Indonesia which follow the official account of Instagram PT. Gojek Indonesia. The data were collected using simple random sampling technique. The result of t test proves advantageous campaigns with t count value 4,073 and frequently update content with t value 5,092 has significant influence to consumer loyalty. While the relevant content t value of -2.013 and popular content t value of 0.967 does not significantly affect consumer loyalty. And the result of f test with the value of f count 28,400 proves independent variable influential simultaneously to consumer loyalty.
Co-Authors Niken Hendrakusma Wardani Retno Indah Rokhmawati