PENGARUH PROMOSI MENGGUNAKAN MEDIA SOSIAL INSTAGRAM TERHADAP INTENSITAS LOYALITAS PELANGGAN DI EKSTENS COFFEE & SPACE YOGYAKARTA

Rosahaeni, Endah Nurqori (2025) PENGARUH PROMOSI MENGGUNAKAN MEDIA SOSIAL INSTAGRAM TERHADAP INTENSITAS LOYALITAS PELANGGAN DI EKSTENS COFFEE & SPACE YOGYAKARTA. Bachelor thesis, Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta.

Text ENDAH NURQORI ROSAHAENI_216795_ARTIKEL ILMIAH-COVER-ABSTRACT-BAB I-BAB V-DAFTAR PUSTAKA.pdf Download (4MB)

Abstract

This study evaluates the influence of Instagram-based social media promotion on customer loyalty at Ekstens Coffee & Space Yogyakarta. Using a quantitative descriptive method, data were collected through questionnaires distributed to customers who had visited the café. The results show that promotion through Instagram has a significant positive effect on customer loyalty. Customers exposed to promotional content on Instagram tend to demonstrate higher loyalty, as reflected in their willingness to revisit and recommend the café to others. This research offers several suggestions to enhance customer loyalty through social media, such as improving the quality and consistency of visually appealing content, as well as actively engaging with customers through Instagram features. Furthermore, future research is recommended to explore other tourism-related variables that may influence customer loyalty, such as service quality, site attractiveness, ambiance comfort, and the 4A elements (attraction, accessibility, amenities, and ancillary services).

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