Analysis The Role of Social Media to Enhance The Effect of Service Operations and Social Media Review Towards Customer Satisfaction and Its Impact on Repurchase Intention on Local Products of SMEs in Bekasi

Abstract

The internet has led us to know the importance of using media, especially in business terms. These days, SMEs are using the help of media to introduce their product to the market. With the help of media, SMEs can increase their sales and also income. This research aims to analyze the role of social media in digital marketing to enhance customer satisfaction and its impact towards repurchase intention. This type of research is explanatory research by using a quantitative approach and survey methods. The sample technique used is random sampling, but with criteria the consumers must have bought the local product of SMEs in Bekasi for at least once. A total of 154 questionnaires were received and all of them could be processed by the researcher, with response rate 40%. This research uses Structural Equation Modeling (SEM) analysis method by using SmartPLS 3.0 as the analysis tool. The results of this research showed that brand satisfaction and moderating effect of promotions and service operations positively influenced customer satisfaction. Customer satisfaction also positively influenced repurchase intention. Social media review, service operations and moderating effect of promotions and social media review didn’t influence customer satisfaction.