optimal - OPTIMAL Jurnal Ekonomi dan Manajemen - Vol. 5 Issue. 1 (2025)

Peran Mediasi Customer Satisfaction Pada Pengaruh Service Quality, Dan Social Media Marketing Terhadap Loyalitas Pelanggan Pada PT Mega Prakarsa Engineering Indonesia

Achmad Fanani Yunianto, Agus Purbo Widodo, Heri Sudarsono,

Abstract

This research was conducted at PT. Mega Prakarsa Engineering Indonesia involving 153 respondents as customer representatives. The purpose of this study was to determine the role of mediation of customer satisfaction on the influence of service quality and social media marketing on customer loyalty. The results showed that service quality has a significant effect on customer satisfaction. Social media marketing has a significant effect on customer satisfaction. Service quality has a significant effect on customer loyalty. Social media marketing has a significant effect on customer loyalty. Customer satisfaction has a significant effect on customer loyalty. Service quality has a significant effect on customer loyalty through customer satisfaction. Social media marketing has a significant effect on customer loyalty through customer satisfaction.