Pengaruh Customer Bonding Dan Social Media Marketing Terhadap Loyalitas Pelanggan Pada Toko Orzora Skincare Canbang Gozali Lumajang

Abstract

Nowadays to look beautiful is a necessity for everyone. Therefore, the rapid business growth in Indonesia is experienced by the cosmetic/beauty business, one of which is the Orzora skincare shop. To determine the effect of customer bonding significantly to customer loyalty at the Orzora store, Gozali Lumajang branch. To determine the significant effect of social media marketing on customer loyalty at the Orzora store, Gozali Lumajang branch. This research uses quantitative methods. The method used to collect data in this study is through questionnaires, documentation and literature study. The analytical method used is multiple linear analysis and pays attention to validity and reliability tests, classic assumption test, multiple linear regression analysis, hypothesis testing with partial test (t test), coefficient of determination. This study used 270 respondents as a sample. The sample technique used is non-probability sampling with purposive sampling type. Based on the results of this study, it shows that customer bonding and social media marketing have a significant effect on customer loyalty at the Orzora skincare store, Gozali Lumajang branch.