DAMPAK MEDIA SOSIAL TERHADAP LOYALITAS PELANGGAN - Kelompok 2

Summary

This presentation explores the impact of social media on customer loyalty, focusing on the importance of consistent, quality interactions between companies and customers. It discusses the key factors that influence customer loyalty, including content quality, interactivity, and responsiveness. The research emphasizes that a strong social media presence can foster trust, improve brand image, and increase customer retention. Additionally, the study highlights the role of innovation and differentiation strategies in building emotional connections and loyalty. The team concludes by offering suggestions for further research on the effectiveness of social media strategies in various industries.

Takeaways

• 😀 Social media plays a crucial role in marketing and can enhance customer loyalty through active interactions between companies and customers.
• 😀 Many companies are still underutilizing the potential of social media to build customer loyalty.
• 😀 The research aims to understand the impact of social media interactions on customer loyalty.
• 😀 The study focuses on the influence of social media interactions and engagement on customer loyalty.
• 😀 The objectives of the article are to describe the impact of social media interactions on customer loyalty and identify the factors that enhance customer loyalty through social media.
• 😀 The research methodology used is a literature review, analyzing relevant theories and previous research, with key sources including Iriani and Rita's studies.
• 😀 Social media is defined as a platform for consumers to share content like text, images, sounds, and videos with others and businesses, based on the definition by Cotler and Keller (2012).
• 😀 Customer loyalty is defined as long-term commitment to a brand or product, characterized by consistent repurchase and resistance to external influences, according to Darmesta.
• 😀 Interaction consistency and quality through social media build customer trust, which enhances brand loyalty and retention, leading to increased brand image strength.
• 😀 Key factors contributing to social media's impact on customer loyalty include content quality, interactivity, responsiveness, and personalized customer experiences.
• 😀 Future research should explore the effectiveness of differentiation strategies in different creative industry subsectors, the role of digital innovation in differentiation, and the long-term relationship between differentiation strategies and customer behavior.

Q & A

What is the main topic of the presentation?

The main topic of the presentation is the impact of social media on customer loyalty.

What are the key components of the research in the presentation?

The research focuses on the interaction and engagement through social media, and how these factors impact customer loyalty.

What does the study aim to explore regarding social media?

The study aims to explore the impact of social media interaction on customer loyalty and identify factors in social media that influence loyalty.

What research method was used in this study?

The research used a literature review method, analyzing theories and previous studies relevant to the topic.

Who are the key references used in the research?

The primary references in the study are from research by Iriani and Rita, along with other supporting sources.

How is 'media social' defined in the study?

Social media is defined as platforms that allow consumers to share text, images, sounds, and videos with others, including companies, in an interactive manner.

What is the definition of 'customer loyalty' according to the study?

Customer loyalty is defined as a long-term commitment to a brand or supplier, characterized by consistent repurchasing and resistance to external influences.

What is the relationship between social media interaction and customer trust?

Consistent and quality interactions on social media can build customer trust, which, in turn, strengthens customer retention and brand image.

What factors contribute to customer loyalty through social media?

The factors that contribute to customer loyalty include content quality, interactivity, responsiveness of the company to customer inquiries, and personalized customer experiences.

What are the recommendations for future research provided in the presentation?

Future research should explore the effectiveness of differentiation strategies in creative industries, analyze the role of digital innovation in business differentiation, and examine the long-term relationship between differentiation strategies and customer behavior.