Pengaruh Instagram Marketing dan Customer Experience terhadap Loyalitas Pelanggan dengan Customer Engagement sebagai Variabel Mediasi pada Café Mili Kopi Pematang Siantar

Abstract

The use of Instagram to market products is believed to be more effective and efficient in reaching consumers. The use of social media is strongly related to the phenomenon of posting. This is a profitable opportunity for business actors because it can indirectly attract consumers' interest in visiting. Apart from social media marketing, creating a good customer experience is also highly essential so that consumers can be emotionally attached to the product which makes consumers loyal to the product. This research aims to determine and analyze the effects of Instagram Marketing and customer experience on customer loyalty with customer engagement as the mediating variable. The popidation in this research is made up of all consumers of the Mili Kopi Café of Pematang Siantar which the number of the customers is unknown. The sampling technique employs a non-probability sampling method, namely purposive sampling with a sample size of 115 respondents. This research instrument employs a questionnaire. An associative quantitative method is carried out for the hypothesis testing with the help of the SPSS program. The results of this research show that Instagram marketing has a positive and significant effect on customer engagement at the Mili Kopi Cafe in Pematang Siantar. Customer experience has a positive and significant effect on customer engagement at the Mili Kopi Cafe of Pematang Siantar. Instagram marketing has a positive and significant effect on customer loyalty at the Mili Kopi Café, Pematang Siantar. Customer experience has a positive and significant effect on customer loyalty at the Mili Kopi Café, Pematang Siantar. Customer engagement has a positive and significant effect on customer loyalty at the Mili Kopi Café, Pematang Siantar. Thi Siantar. This research also finds that the customer engagement variable is proven to mediate the Instagram marketing and customer experience variables on the customer loyalty variable at the Mili Kopi Cafe of Pematang Siantar.