Permana, Robby Dwi Angga, - (2021) Analisis Kepuasan dan Loyalitas Pengguna Terhadap Instagram Sebagai Media Pemasaran Menggunakan E-ServQual dan Expectancy Disconfirmation Theory (EDT). Skripsi thesis, UNIVERSITAS AIRLANGGA.

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Abstract

The rapid advancement of technology, social media plays a role to improve the marketing done by the company. One of the social media that is currently widely used by companies to market their products is Instagram. The study aims to analyze user as seller satisfaction and loyalty to Instagram services as a marketing media using the E-Servqual and Expectancy Disconfirmation Theory models. In addition, this research provides recommendations to developers related to strategies used for user as seller satisfaction and loyalty in the future. This study used PLS-SEM method and SmartPLS assistance by using data from 185 Instagram user respondents as marketing media in Indonesia. Based on the analysis, that factors that affect user as seller satisfaction and loyalty are E-Servqual Information, E-Servqual Service, Overall E-Satisfaction and E- Loyalty. Then E-Servqual System has no effect on user satisfaction and loyalty. The recommendations that can be given are, firstly Instagram is more focused on developing functionality between mobile and tablet applications, secondly Instagram must be consistent in providing services with few constraints, and thirdly Instagram must provide a service that is safe and trustworthy by its users.

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