PENGARUH MEDIA SOSIAL INSTAGRAM SEBAGAI MEDIA PROMOSI TERHADAP LOYALITAS PELANGGAN DI MASA PANDEMI COVID-19 (Survei pada Followers Instagram @promodazzle)

Atika Fatin Nurmaida, NIM.: 18107030121 (2023) PENGARUH MEDIA SOSIAL INSTAGRAM SEBAGAI MEDIA PROMOSI TERHADAP LOYALITAS PELANGGAN DI MASA PANDEMI COVID-19 (Survei pada Followers Instagram @promodazzle). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The Covid-19 pandemic has made business owners think about a good marketing strategy so that they can maintain sales. One of the marketing strategies carried out is to use social media as a promotional medium. This was done by Dazzle on their Instagram account called @promodazzle to promote their products and establish interactions with consumers. This study aims to explain the effect of Instagram social media as a promotional medium on customer loyalty during the Covid-19 pandemic. This study uses a type of quantitative research method. The sampling technique used random sampling technique with a sample size of 100 respondents. The sample of this study were followers of the @promodazzle Instagram account and had purchased the product more than once. Data collection in this study used a questionnaire via Google Form. The data testing methods used are Validity Test, Reliability Test, Normality Test, Linearity Test, Simple Linear Regression Analysis, and T Test using the SPSS Version 25 application. The results of this study indicate that Instagram @promodazzle social media as a promotional media has a major effect on customer loyalty during the Covid-19 pandemic, which reached 57.7%. While the other 42,3% is influenced by other variabels outside this research.

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