Pengaruh Social Media Marketing dan Customer Satisfaction Terhadap Customer Retention
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Adisthi May Syaputri
*
Institut Mahaputra Indonesia, Pekanbaru,
Indonesia
- Rahmadani Hidayat Institut Mahaputra Indonesia, Pekanbaru, , Indonesia
Abstract
Current business competition is quite fierce, especially in the retail and food & beverage (F&B) sectors, so companies must shift their focus from merely seeking new customers to strategies for retaining existing ones. The cost of acquiring customers is significantly higher than the cost of maintaining customer relationships, making retention the primary foundation for long-term profitability. This qualitative review research aims to analyze, synthesize, and evaluate in-depth the impact of social media marketing (SMM) and customer satisfaction (CS) on customer retention (CR), based previously published academic articles. The research method employs a qualitative descriptive analytical approach with a literature review technique. The findings indicate that customer satisfaction functions as the primary and most stable factor driving customers' desire to repurchase and continue using the service or product. Meanwhile, Social Media Marketing helps increase user engagement, create attractive visual impressions, and effectively raise brand awareness. However, the direct impact of SMM on customer retention is often only a small portion or not very significant, without being supported by the formation of customer satisfaction and customer value, which act as mediating or moderating variables. The practical implications of this review encourage marketers to integrate interactive social media marketing strategies with improved service quality,To maintain customers sustainably.
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