PENGARUH MEDIA SOSIAL INSTAGRAM SEBAGAI MEDIA KOMUNIKASI PEMASARAN TERHADAP LOYALITAS PELANGGAN TELKOMSEL INDONESIA

Abstract

Intense competition among cellular telecommunications company encourage the cellular telecommunications company to outperform each other in various ways, one of which is by using social media Instagram as a medium of marketing communication to generate the customer loyalty. The purpose of this study was to determine the relationship and influence of social media Instagram as a medium of marketing communication to customer loyalty Telkomsel Indonesia. The method used was quantitative associative, the data was collected through online questionnaires that were spread via direct messages to the customers who also followers of Instagram account @telkomsel. Sample used in this research amount 104 samples. The sampling technique was purposive with Slovin’s formula, while the analysis technique was Pearson product moment correlation and simple linear regression with the use of Statistical Package for Social Sciences (SPSS) 16.0. This research demonstrates that social media Instagram as a medium of marketing communication (X) have a positive and significant relationship with customer loyalty with significance value 0.000 < 0,05. Another result achieved in this research shows that social media Instagram as a medium of marketing communication (X) significantly influences the customer loyalty (Y) for 34,4%, while the remnant 65,6% is the contribution of other variables that were not assessed. Keywords: medium of marketing communication, Instagram, customer loyalt