THE INFLUENCE OF SOCIAL MEDIA MARKETING AND PRODUCT QUALITY ON CUSTOMER EXPERIENCE THROUGH CUSTOMER LOYALTY AMONG LAZADA APPLICATION USERS IN MEDAN CITY

Abstract

The purpose of this study is to analyze the influence of social media marketing and product quality on customer experience, with customer loyalty as an intervening variable among Lazada users in Medan City. This research employs a quantitative approach. The data used consist of primary and secondary data, collected by distributing questionnaires using a Likert scale. The sample includes 160 respondents in Medan City, with a minimum age of 17 years. The collected data were analyzed using SmartPLS software. The results indicate that social media marketing has a direct negative and significant effect on customer experience, while product quality has a direct positive and significant effect on customer experience. Both social media marketing and product quality have a direct positive and significant effect on customer loyalty. Furthermore, customer loyalty has a positive and significant effect on customer experience. Indirectly, social media marketing and product quality, through customer loyalty, have a positive and significant effect on customer experience.