Analysis of Social Media Marketing and Electronic Service Quality in Enhancing Customer Retention and It’s Impact on Company Image (Survey on Indonesian E-Commerce Users)
DOI:
https://doi.org/10.38035/dijemss.v7i6.6332Keywords:
Social Media Marketing, E-Service Quality, Customer Retention and Company Image, Company ImageAbstract
The rapid growth of technology has resulted in digital transformation at practically every level of society. According to Hootsuite (We are Social) data from the Digital 2022Global Overview Report, over 4.95 billion people worldwide will access the internet in 2022, with more than 4.62 billion using social media. This has presented new opportunities and problems for individuals, corporations, and society as a whole. The goal of this study is to investigate the impact of Social Media Marketing and E-Service Quality via Customer Retention on Corporate Image in E-Commerce (Tokopedia, Shopee, Bukalapak, and Lazada). This study employs descriptive and verification research methodologies on a sample of 210 respondents, with Chou and Bentler's theory serving as the analytical framework. Structural Equation Modeling (SEM) is used to analyze the data. The results demonstrate that in the context of E-Commerce, Social Media Marketing, E-Service Quality, Customer Retention, and company image are all regarded as positive. Both Social Media Marketing and the caliber of E-Services affect Customer Retention. E-Service Quality and Social Media Marketing combine to increase client retention. Additionally, Social Media and E-Service Quality also affect a company's image in E-Commerce. The image of the business is impacted by Customer Retention. The company's image is shaped by the combined effects of Social Media Marketing and E-Service Quality on Customer Retention.
References
Akbar, Ario Razaq dan Djatmiko, Tjahjono Ir., MBA, 2016, Pengaruh E-Service Quality Terhadap E-Customer Satisfaction dan E-Customer Loyalty pada Lazada.co.id. E-proceeding of Management, Vo. 3 No. 1 April 2016 pg 142-150
Alexander, A., De Smet, A., Langstaff, M., & Ravid, D. (2021). What Employees Are Saying About The Future Of Remote Work. In McKinsey & Company: Organization Practice (Issue April).
Bentler and Chou. (1987). Partical
Adiningtyas, C., & Hasanah, Y. N. (2023). Analysis of Social Media Marketing Activity on Brand Awareness, Brand Image, and Brand Loyalty in Local Fashion Product Brands. Almana : Jurnal Manajemen Dan Bisnis, 7(1). https://doi.org/10.36555/almana.v7i1.1778
Aityassine, F. L. Y. (2022). Customer satisfaction, customer delight, customer retention and customer loyalty: Borderlines and insights. Uncertain Supply Chain Management, 10(3). https://doi.org/10.5267/j.uscm.2022.3.005
Al-Gasawneh, J. A., & Dalain, A. F. (2023). Impact of Service Quality on Customer Retention. Quality - Access to Success, 24(195). https://doi.org/10.47750/QAS/24.195.33
Ali, H. Y., Danish, R. Q., & Asrar-ul-Haq, M. (2020). How corporate social responsibility boosts firm financial performance: The mediating role of corporate image and customer satisfaction. Corporate Social Responsibility and Environmental Management, 27(1). https://doi.org/10.1002/csr.1781
Almohaimmeed, B. (2019). Pillars of customer retention: An empirical study on the influence of customer satisfaction, customer loyalty, customer profitability on customer retention. Serbian Journal of Management, 14(2). https://doi.org/10.5937/sjm14-15517
Artha, B., Zahara, I., Bahri, & Permata Sari, N. (2022). Customer Retention: A Literature Review. Social Science Studies, 2(1). https://doi.org/10.47153/sss21.2952022
Balmer, J. M. T., Lin, Z., Chen, W., & He, X. (2020). The role of corporate brand image for B2B relationships of logistics service providers in China. Journal of Business Research, 117. https://doi.org/10.1016/j.jbusres.2020.03.043
Balmer, J. M. T., & Podnar, K. (2021). Corporate brand orientation: Identity, internal images, and corporate identification matters. Journal of Business Research, 134. https://doi.org/10.1016/j.jbusres.2021.06.016
Boshoff, C. (2007). A Psychometric Assessment of E-S-QUAL: A Scale to Measure Electronic Service Quality. Journal of Electronic Commerce Research, 8(1).
Cano, J. A., Londoño-Pineda, A. A., Campo, E. A., & Fernández, S. A. (2023). Sustainable business models of e-marketplaces: An analysis from the consumer perspective. Journal of Open Innovation: Technology, Market, and Complexity, 9(3). https://doi.org/10.1016/j.joitmc.2023.100121
Cano, J. A., Londoño-Pineda, A., Castro, M. F., Paz, H. B., Rodas, C., & Arias, T. (2022). A Bibliometric Analysis and Systematic Review on E-Marketplaces, Open Innovation, and Sustainability. In Sustainability (Switzerland) (Vol. 14, Issue 9). https://doi.org/10.3390/su14095456
Chen, C. C., Khan, A., Hongsuchon, T., Ruangkanjanases, A., Chen, Y. T., Sivarak, O., & Chen, S. C. (2021). The role of corporate social responsibility and corporate image in times of crisis: The mediating role of customer trust. International Journal of Environmental Research and Public Health, 18(16). https://doi.org/10.3390/ijerph18168275
Daga, R., Karim, A., Nawir, F., Lutfi, A., & Jumady, E. (2024). Analysis of Social Media Marketing Technology and Online-Based Consumer Purchase Interest in South Sulawesi. Quality - Access to Success, 25(199). https://doi.org/10.47750/QAS/25.199.36
Danisewicz, P., & Elard, I. (2023). The real effects of financial technology: Marketplace lending and personal bankruptcy. Journal of Banking and Finance, 155. https://doi.org/10.1016/j.jbankfin.2023.106986
Evelina, T. Y. (2022). The Effect of Perceived Benefits on Customer Satisfaction and Customer Retention on Indonesian E-Commerce Sites. International Journal of Electronic Commerce Studies, 13(2). https://doi.org/10.7903/ijecs.1908
Fosu, E., Fosu, F., Akyina, N., & Asiedu, D. (2024). Do environmental CSR practices promote corporate social performance? The mediating role of green innovation and corporate image. Cleaner and Responsible Consumption, 12. https://doi.org/10.1016/j.clrc.2023.100155
Ibrahim, B., Aljarah, A., & Ababneh, B. (2020). Do Social Media Marketing Activities Enhance Consumer Perception of Brands? A Meta-Analytic Examination. Journal of Promotion Management, 26(4). https://doi.org/10.1080/10496491.2020.1719956
Joshua, D. A., Moses, T. A., Anthony, I. I., & Akpede, K. S. (2019). An Analysis of Social Media Marketing In Nigeria. East African Scholars Journal of Education, Humanities and Literature, 2(1).
Kankam-Kwarteng, C., Donkor, G. N. A., Osei, F., & Amofah, O. (2024). Do corporate social responsibility and corporate image influence performance of the financial sector? Journal of Financial Services Marketing, 29(2). https://doi.org/10.1057/s41264-023-00208-w
Kawa, A., & Wałęsiak, M. (2019). Marketplace as a key actor in e-commerce value networks. Logforum, 15(4). https://doi.org/10.17270/J.LOG.2019.351
Kumar, A., Finley, B., Braud, T., Tarkoma, S., & Hui, P. (2021). Sketching an AI Marketplace: Tech, Economic, and Regulatory Aspects. IEEE Access, 9. https://doi.org/10.1109/ACCESS.2021.3050929
Ledi, K. K., & Ameza–Xemalordzo, E. (2023). Rippling effect of corporate governance and corporate social responsibility synergy on firm performance: The mediating role of corporate image. Cogent Business and Management, 10(2). https://doi.org/10.1080/23311975.2023.2210353
Lin, H. C., Han, X., Lyu, T., Ho, W. H., Xu, Y., Hsieh, T. C., Zhu, L., & Zhang, L. (2020). Task-technology fit analysis of social media use for marketing in the tourism and hospitality industry: a systematic literature review. International Journal of Contemporary Hospitality Management, 32(8). https://doi.org/10.1108/IJCHM-12-2019-1031
Loitongbam, S., Sorokhaibam, R., & Singh, S. S. (2023). Social Media as a Marketing Tool. Journal of Law and Sustainable Development, 11(8). https://doi.org/10.55908/sdgs.v11i8.1498
Ma, Q., Xu, L., Anwar, S., & Lu, Z. (2023). Banking competition and the use of shadow credit: Evidence from lending marketplaces. Global Finance Journal, 58. https://doi.org/10.1016/j.gfj.2023.100884
Maier, E., & Wieringa, J. (2021). Acquiring customers through online marketplaces? The effect of marketplace sales on sales in a retailer’s own channels. International Journal of Research in Marketing, 38(2). https://doi.org/10.1016/j.ijresmar.2020.09.007
Mamakou, X. J., Zaharias, P., & Milesi, M. (2024). Measuring customer satisfaction in electronic commerce: the impact of e-service quality and user experience. International Journal of Quality and Reliability Management, 41(3). https://doi.org/10.1108/IJQRM-07-2021-0215
Mathew, J. (2021). Drivers of Customer Retention: An Introspection Into Indian Retail Customers. Vision. https://doi.org/10.1177/09722629211043592
Negassa, G. J., & Japee, G. P. (2023). The Effect of Bonding, Responsiveness and Communication on Customer Retention: The Mediating Role of Customer Satisfaction. Journal of Relationship Marketing, 22(2). https://doi.org/10.1080/15332667.2023.2191111
Ngurah Rangga Wiwesa, Listiyani, L., Suharyanti, S., Setiawati, R., & Noviyanti, S. F. (2022). INSTAGRAM SOCIAL MEDIA MARKETING ANALYSIS INSURANCE BROKER IN IMPROVING BRAND AWARENESS. Proceedings Of International Conference On Communication Science, 2(1). https://doi.org/10.29303/iccsproceeding.v2i1.77
Nitzan, I., & Libai, B. (2011). Social effects on customer retention. Journal of Marketing, 75(6). https://doi.org/10.1509/jm.10.0209
Pan, Y. (2024). Analysis of Bilibili’s Social Media Marketing Strategy. SHS Web of Conferences, 181. https://doi.org/10.1051/shsconf/202418101003
Pandey, K. K., Thorat, M., Joshi, A., Srinivas, D., Hussein, A., & Alazzam, M. B. (2023). Natural Language Processing for Sentiment Analysis in Social Media Marketing. 2023 3rd International Conference on Advance Computing and Innovative Technologies in Engineering, ICACITE 2023. https://doi.org/10.1109/ICACITE57410.2023.10182590
Praja, S. J., Sudirjo, F., & Syamsu Rijal. (2023). Exploring the Influence: A Bibliometric Analysis of Social Media Marketing in the Digital Era. West Science Interdisciplinary Studies, 1(6). https://doi.org/10.58812/wsis.v1i6.104
Puspitasari, I., Rusydi, F., Nuzulita, N., & Hsiao, C. S. (2023). Investigating the role of utilitarian and hedonic goals in characterizing customer loyalty in E-marketplaces. Heliyon, 9(8). https://doi.org/10.1016/j.heliyon.2023.e19193
Putri, D. F., & Sumaryono, S. (2021). Peran persepsi terhadap electronic service quality dan electronic word-of mouth (e-wom) terhadap intensi pembelian ulang melalui e-commerce. Jurnal Ilmiah Psikologi Terapan, 9(2). https://doi.org/10.22219/jipt.v9i2.12933
Rachbini, W., Anggraeni, D., & Wulanjani, H. (2021). The influence of electronic service quality and electronic word of mouth (eWOM) toward repurchase intention (study on e-commerce in Indonesia). Jurnal Komunikasi: Malaysian Journal of Communication, 37(1). https://doi.org/10.17576/JKMJC-2021-3701-03
Sfenrianto, S., Wijaya, T., & Wang, G. (2018). Assessing the buyer trust and satisfaction factors in the E-marketplace. Journal of Theoretical and Applied Electronic Commerce Research, 13(2). https://doi.org/10.4067/S0718-18762018000200105
Shopova, R. (2023). Private labels in marketplaces. International Journal of Industrial Organization, 89. https://doi.org/10.1016/j.ijindorg.2023.102949
Song, S., Park, S. “Brian,” & Park, K. (2020). Thematic analysis of destination images for social media engagement marketing. Industrial Management and Data Systems, 121(6). https://doi.org/10.1108/IMDS-12-2019-0667
Suthianto, C. F. Y., & Syah, T. Y. R. (2023). The Impact of Brand Equity, E-Brand Experience, and Web Entertainment Toward E-Satisfaction and E-Loyalty on Marketplace. International Journal of Electronic Commerce Studies, 14(1). https://doi.org/10.7903/ijecs.2158
Täuscher, K., & Laudien, S. M. (2018). Understanding platform business models: A mixed methods study of marketplaces. European Management Journal, 36(3). https://doi.org/10.1016/j.emj.2017.06.005
Utami, G. R., & Saputri, M. E. (2020). Pengaruh Social Media Marketing Terhadap Customer Engagement Dan Loyalitas Merek Pada Akun Instagram Tokopedia. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 5(2).
Viswanathan, M., Umashankar, N., Sreekumar, A., & Goreczny, A. (2021). Marketplace Literacy as a Pathway to a Better World: Evidence from Field Experiments in Low-Access Subsistence Marketplaces. Journal of Marketing, 85(3). https://doi.org/10.1177/0022242921998385
Vutri, A. Z. F., Komariah, K., & Z, F. M. (2023). Analysis of Social Media Marketing and Brand Love on Brand Loyalty Study of Skintific Product Marketing on Followers Instagram Kawaidollshop. Journal of Economic, Business and Accounting, 7(1).
Wu, C. W., Guaita Martínez, J. M., & Martín Martín, J. M. (2020). An analysis of social media marketing strategy and performance in the context of fashion brands: The case of Taiwan. Psychology and Marketing, 37(9). https://doi.org/10.1002/mar.21350
Xie, Y. (2023). Analysis of the Role of Social Media in Film Marketing. Communications in Humanities Research, 12(1). https://doi.org/10.54254/2753-7064/12/20230104
Issues In Structural Modeling. Sosiological Methods and Research, 16(1), 238-246.
Dwyer, F.R and J. F. Tanner. 1999. Business Marketing: Connecting Strategy
Erdogmus, I.E., dan Cicek, M. 2012. “The impact of social media marketing on brand loyalty.” Procedia Social and Behavioral Sciences 58 (2012): 1353–1360. DOI: 10.1016/j.sbspro.2012.09.1119
Nunung Ayu Sofiati (efi), Hj. 2009. Implementasi Pemasaran Holistik Untuk Meningkatkan Kepercayaan dan Citra Pada Kantor Bank Pemerintah Di Jawa Barat. Disertasi. Doktor Manajemen UNPAD.
Sofiati, N.A., & Limakrisna, N. (2017). Holistic marketing implementation to increase company trust and image on state banking industries (a customer survey on customers of state banks in West Java province). International Journal of Applied Business and Economic Research, 15, (6), 117– 130.
Yosephine Angelina Yulia, Cahyani. (2019). Pengukuran Kualitas Layanan Elektronik Pada Layanan Transportasi Online: Studi Kasus Pengguna Go-Jek Di Surakarta. Journal Of Management, Business And Education, Volume 6 Issue1 Pages 23-28
Yost, Elizabeth & Cheng, Yusi. (2021). Customers’ Risk Perception And Dine-Out Motivation During A Pandemic: Insight For The Restaurant Industry. International Journal of Hospitality Management.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). What Are Services? (7th ed.). Mc Graw Hi Education.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Nunung Ayu Sofiati, Rama Chandra Jaya, Mochammad Mukti Ali, Yoyo Sudaryo, Inan Layyinan, Cucup Ruhiyat, Entus Wahidin Abdul Quddus, Hikmat Taufiq
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish their manuscripts in this journal agree to the following conditions:
- The copyright on each article belongs to the author(s).
- The author acknowledges that the Dinasti International Journal of Education Management and Social Science (DIJEMSS) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
- Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Education Management and Social Science (DIJEMSS).
