IMPLEMENTASI SOSIAL MEDIA MARKETING DALAM MENINGKATKAN KEPUASAN DAN LOYALITAS PELANGGAN TERHADAP PENJUALAN PRODUK PADA MOMIKA CAKE

The purpose of this study is to see how the influence of social media marketing on customer satisfaction and loyalty to social media used by Momika Cake. For the population in this study are subscribers of momika cake on Instagram social media, the total population used was 110 respondents. In this study, the authors used quantitative methods. The type of approach used is descriptive with explanatory research. The distribution of questionnaires was used to collect data from the population and samples, while the number of samples used in this study was 110 respondents. The t test (Partial Test) on variable Y shows that X1 (Marketing strategy) and X4 (Trust level) have a significant effect on customer satisfaction, while X2 (Content Marketing) and X3 (Quality of Service) do not have a significant effect. The t test (Partial Test) on variable Z shows that X1, X3, and X4 have a significant effect on customer loyalty, while X2 has no significant effect