Pengaruh Pemasaran Media Social, Pemasaran Digital,Dan Electronic Word Of Mouth Terhadap Loyalitas Pelanggan Pada Produk Madu Asli Pulau Lembeh

Sindi Marthin, Jetje Sumampouw, Stevianus Mentang

Abstract


Studi ini bertujuan untuk mengkaji dampak pemasaran media sosial, pemasaran digital, dan electronic word of mouth (e-WOM) terhadap loyalitas pelanggan produk madu asli dari Pulau Lembeh. Studi ini menggunakan metodologi kuantitatif melalui pendekatan survei, dengan mendistribusikan kuesioner kepada 100 partisipan yang telah membeli dan mengonsumsi produk tersebut. Metode analisis data yang digunakan meliputi penilaian validitas dan reliabilitas, regresi linier berganda, uji-t, dan uji-F untuk menyelidiki dampak parsial dan simultan dari variabel independen terhadap loyalitas pelanggan. Temuan penelitian menunjukkan bahwa pemasaran media sosial berdampak substansial terhadap loyalitas konsumen, pemasaran digital memberikan pengaruh positif dan signifikan, sementara e-WOM menunjukkan pengaruh paling nyata dibandingkan variabel lainnya. Pemasaran media sosial, pemasaran digital, dan promosi dari mulut ke mulut secara substansial memengaruhi loyalitas prlanggan, sehingga menjelaskan variabilitasnya. Temuan ini menggarisbawahi bahwa metode pemasaran digital, partisipasi pelanggan melalui media sosial, dan dukungan daring sangat penting dalam membangun loyalitas terhadap perusahaan lokal. Penelitian ini bertujuan untuk menawarkan wawasan teoritis tentang manajemen pemasaran digital dan rekomendasi praktis bagi perusahaan kecil dan menengah dalam merumuskan strategi pemasaran yang lebih sukses untuk meningkatkan loyalitas pelanggan.

Kata Kunci: Pemasaran Media Sosial, Pemasaran Digital, e-WOM, Loyalitas Pelanggan, UMKM

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