THE INFLUENCE OF SOCIAL MEDIA PROMOTION, CONSUMER REVIEWS AND SERVICE QUALITY ON CUSTOMER SATISFACTION OF NDALEM MANTEN WEDDING ORGANIZER

Pangestu Adita Pratama, Heny Sidanti

Abstract


The development of the service industry in Indonesia shows a significant growth trend in line with the increasing public demand for various forms of professional services. Increasingly complex social and economic dynamics, rapid urbanization, and the increasing influence of social media have changed people's preferences in selecting and using services. This study aims to determine: (1) the influence of social media promotion on customer satisfaction at Ndalem Manten Wedding Organizer; (2) the influence of consumer reviews on customer satisfaction at Ndalem Manten Wedding Organizer; (3) the influence of service quality on customer satisfaction at Ndalem Manten Wedding Organizer; (4) the influence of social media promotion, consumer reviews, and service quality simultaneously on customer satisfaction at Ndalem Manten Wedding Organizer The research design is based on a quantitative approach. The sample size used in this study is the entire population, namely 145 Ndalem Manten Wedding Organizer customers. In this study, the researcher used saturated sampling. The variables in this study were the independent variable (X) (social media promotion, consumer reviews, and service quality) and the dependent variable (Y) (Consumer Satisfaction). The analysis used in this study used multiple linear regression analysis.

Keywords: Social Media Promotion, Consumer Reviews, Service Quality, Customer Satisfaction

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References


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