PENGARUH SOCIAL MEDIA MARKETING, CUSTOMER EXPERIENCE DAN PERCEIVED QUALITY TERHADAP REPURCHASE INTENTION PADA PERUSAHAAN TENUN SETIA CAP CILI GIANYAR
Abstract
Strategi pemasaran memegang peranan penting dalam menentukan keberlangsungan dan kesuksesan sebuah perusahaan. Perusahaan Tenun Setia Cap Cili Gianyar, yang berdiri sejak Tahun 1948, menghadapi tantangan untuk tetap bertahan dan berkembang di tengah persaingan yang semakin ketat. Penelitian ini bertujuan untuk menganalisis pengaruh pemasaran media sosial (social media marketing), pengalaman pelanggan (customer experience), dan kualitas yang dirasakan (perceived quality) terhadap niat pembelian ulang (repurchase intention pelanggan. Survei dilakukan dengan melibatkan 110 responden yang merupakan pelanggan aktif perusahaan tersebut. Data dikumpulkan menggunakan kuesioner dengan skala Likert dan dianalisis menggunakan perangkat lunak SPSS versi 27. Hasil penelitian menunjukkan bahwa ketiga variabel, yaitu pemasaran media sosial, pengalaman pelanggan, dan kualitas yang dirasakan, memiliki pengaruh positif dan signifikan terhadap niat beli ulang pelanggan. Temuan ini menegaskan bahwa upaya perusahaan dalam meningkatkan kualitas pengalaman pelanggan, memanfaatkan media sosial secara strategis, serta menjaga persepsi kualitas produk dapat mendorong loyalitas pelanggan. Penelitian ini memberikan implikasi praktis bahwa perusahaan perlu terus mengoptimalkan strategi pemasaran digital dan menjaga hubungan yang kuat dengan pelanggan untuk mempertahankan daya saing dan keberlanjutan bisnis di pasar lokal maupun global. Dengan demikian, perusahaan dapat tetap relevan dan bersaing di era digital yang terus berkembang.
Marketing strategy holds an important role in determining the sustainability and success of a company. Tenun Setia Cap Cili Gianyar, a company established in 1948, faces challenges to remain resilient and grow amidst increasingly intense competition. This study aims to analyze the influence of social media marketing, customer experience, and perceived quality on customer repurchase intention. The survey was conducted by involving 110 respondents who are active customers of the company. Data was collected using a Likert scale questionnaire and analyzed using SPSS version 27 software. The results of the study show that the three variables, namely social media marketing, customer experience, and perceived quality, have a positive and significant influence on customer repurchase intention. These findings confirm that the company's efforts to improve the quality of customer experience, strategically utilize social media, and maintain product quality perceptions can drive customer loyalty. This study provides practical implications that the company needs to continue optimizing digital marketing strategies and maintain strong relationships with customers to maintain competitiveness and business sustainability in both local and global markets. Thus, the company can remain relevant and competitive in the ever-evolving digital era.
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References
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