Loyalty: The Use of Chatbots and Social Media Marketing with User Satisfaction as a Mediating Variable

Aida Fitri; Muhammad Jaka Wiratama; Daffa Azka; Harbiyah G Harbiyah G

doi:10.30601/humaniora.v9i2.6907

Loyalty: The Use of Chatbots and Social Media Marketing with User Satisfaction as a Mediating Variable

Aida Fitri, Muhammad Jaka Wiratama, Daffa Azka, Harbiyah G Harbiyah G

Abstract

Chatbots and social media marketing (SMM) have emerged as two primary tools utilized by companies to enhance customer experience and foster customer loyalty. The objective of this quantitative study is to examine the influence of chatbot usage and social media marketing on customer loyalty, with user satisfaction serving as a mediating variable. A total of 96 respondents from the city of Banda Aceh participated in the survey, selected using a random sampling technique based on individuals actively engaged in business activities. Data were collected through questionnaires and documentation review. Hypothesis testing was conducted using multiple linear regression analysis, including both F-tests (simultaneous) and t-tests (partial), at a 95% confidence level (α = 0.05). The findings indicate that chatbots have a strong influence on customer loyalty, and social media marketing demonstrates a close relationship with customer loyalty. Furthermore, user satisfaction significantly mediates the relationship between these digital tools and loyalty. The implication of this research is that the integration of chatbots and social media marketing, mediated by user satisfaction, significantly influences customer loyalty.

Keywords

Chatbot usage; Social media marketing; User satisfaction; Customer loyalty

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DOI: https://doi.org/10.30601/humaniora.v9i2.6907

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