The Influence of Social Media Interaction, E-Wom, and Promotional Activities on Customer Satisfaction

Sabrina Azahra Sidiq; Amirul Mukminin; Vicky Dwi Ardiansyah; Abdul Aziz; Mukti Ali

doi:10.61536/escalate.v4i3.689

Authors

Sabrina Azahra Sidiq Maarif Hasyim Latif University
Amirul Mukminin Maarif Hasyim Latif University
Vicky Dwi Ardiansyah Maarif Hasyim Latif University
Abdul Aziz Maarif Hasyim Latif University
Mukti Ali Maarif Hasyim Latif University

DOI:

https://doi.org/10.61536/escalate.v4i3.689

Keywords:

Social Media Interaction, Electronic Word of Mouth, Promotional Activities, Customer Satisfaction

Abstract

The development of digital technology encourages culinary business actors to utilize social media interaction, electronic word of mouth (E-WOM), and promotional activities as marketing strategies to increase customer satisfaction. This study aims to analyze the influence of Social Media Interaction, Electronic Word of Mouth, and Promotional Activities on Customer Satisfaction of Bakso Mas Roy in Sidoarjo Regency, both partially and simultaneously. This study uses a quantitative method with purposive sampling involving 100 respondents. Data were collected using a Likert-scale questionnaire and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results show that Social Media Interaction has no significant effect on Customer Satisfaction, while E-WOM and Promotional Activities have a positive and significant effect. The results of H4–H7 indicate that the tested combinations of the independent variables significantly influence Customer Satisfaction. Promotional Activities have the largest effect size based on an f² value of 0.716, categorized as a large effect. The model has an R-Square value of 0.773, indicating that Social Media Interaction, E-WOM, and Promotional Activities explain 77.3% of the variation in Customer Satisfaction. These findings indicate that promotional activities and E-WOM are important factors associated with Customer Satisfaction at Bakso Mas Roy.

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