Volume 07 Issue 01 January 2024
1Feliks A.B.K Panjaitan, 2Adiati Trihastuti, 3Joko Priyono, 4Rudy Santoso, 5Johanes Silalahi, 6HotmanPanjaitan
1Lecturer at the Faculty of Economics and Management, Halu Oleo University, Kendari, Indonesia
2,3,4,5,6Lecturer at the Faculty of Economics and Management, University of 17 August 1945 Surabaya, Indonesia
DOI : https://doi.org/10.47191/ijsshr/v7-i01-40Google Scholar Download Pdf
ABSTRACT
Customer experience is one of the dominant factors that triggers consumer loyalty which is characterized by repurchasing Honda metic products, therefore it is necessary to provide opportunities for potential consumers to try the product. The aim of this research is to find out whether customer experience is an effective mediator in the relationship between social media branding and electronic word-of-mouth on consumer loyalty. The analysis used a structural equation model on 230 respondents taken using a purposive sampling method, from the population of Honda automatic motorbike users in the city of Surabaya, Indonesia. The findings show that customer experience effectively mediates the relationship between social media branding and electronic word-of-mouth on consumer loyalty. The implication is that companies should improve social media branding, because it is an important element in building brand image and interaction with customers in the digital era. A good and positive brand image will become a characteristic of the product, which differentiates it from competitors' products.
KEYWORDS:social media branding, electronic word-of-mouth, customer experience, consumer loyalty
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