The Influence of Social Media-Based Marketing Strategies and Customer Engagement on MSME Customer Loyalty in Gedong Tataan, Pesawaran Regency

Salsa Nufusiah Fatwa; Defrizal Defrizal

doi:10.63922/ijebir.v5i06.6741

Salsa Nufusiah Fatwa Universitas Bandar Lampung
Defrizal Defrizal Universitas Bandar Lampung

DOI: https://doi.org/10.63922/ijebir.v5i06.6741

Keywords: Social Media Marketing Strategy, Customer Engagement, Customer Loyalty, UMKM, Digital Marketing

Abstract

This study aims to analyze the relationship between online-based marketing strategies and Customer Engagement on consumer trust in MSMEs in Gedong Tataan District, Pesawaran Regency. Advances in digital technology have encouraged MSME actors to utilize online media as a means of maximizing product marketing while simultaneously establishing strong relationships with consumers. This study employed a quantitative method using a survey approach. The population consisted of customers of MSMEs in Gedong Tataan District, with a sample of 100 respondents selected using the purposive sampling method. Data were collected through questionnaires using a Likert scale. Data analysis was conducted using the Statistical Package for the Social Sciences (SPSS), including validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, partial tests (t-test), simultaneous tests (F-test), and the coefficient of determination (R²). The results showed that social media-based marketing strategies had a positive and significant effect on customer loyalty. Customer Engagement also had a positive and significant effect on customer loyalty. Furthermore, social media-based marketing strategies and Customer Engagement simultaneously had a positive and significant effect on customer loyalty. The findings indicate that utilizing social media as a marketing strategy and increasing consumer engagement and interaction with MSMEs can contribute to higher customer loyalty. Therefore, MSME actors should optimize their online marketing strategies and build sustainable relationships with customers to enhance competitiveness and maintain customer loyalty in the era of digitalization.

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