¹Lingga Nur Syamsu, ²Ida Bagus Cempena, ³Siti Mujanah

^1,2,3Universitas 17 Agustus 1945 Surabaya

DOI : https://doi.org/10.58806/ijsshmr.2024.v3i8n05

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ABSTRACT

Social media is not only a communication platform but also a space where consumers actively share their experiences regarding brands and products. This significantly influences consumer perceptions and purchase decisions. This study aims to analyze the influence of social media branding, E-WOM (electronic word-of-mouth), and service quality on customer loyalty through customer experiences with Honda automatic scooters in Sidoarjo, East Java. The population for this research consisted of an unknown number of Honda motorcycle customers in Sidoarjo, with a sample size determined to be 100 respondents using the Lemeshow formula. Hypothesis testing in this research was carried out using a Structural Equation Model (SEM) based on the Partial Least Square (PLS) approach. Based on the analysis of 10 hypotheses, 6 were accepted while 4 were rejected. The findings indicate that, in direct effect, social media branding has a significantly positive influence customer experience, E-WOM does not significantly influence customer experience, and service quality has a significantly positive influence customer experience. Social media branding and customer experience significantly positively influence customer loyalty, while E-WOM and service quality do not significantly influence customer loyalty. Furthermore, in indirect effect, customer experience mediates the influence of social media branding and service quality on customer loyalty, but not the influence of E-WOM on customer loyalty.

KEYWORDS:

social media branding, E-WOM, ser-qual, experience, loyalty

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VOlUME 03 ISSUE 08 AUGUST 2024