The Role of Social Media Marketing and Website Quality (Webqual) To Increasing Customer Loyalty with Trust and Image as Moderation at Skynet Entertainment Surabaya

Abstract

Skynet Entertainment is a company engaged in lighting rental services, sound systems, event organizers, etc. However, from 2019 to 2023, the number of consumers has decreased. This study aims to determine the effect of social media marketing and website quality as promotional media on customer loyalty with the variables trust and image as moderators. This study used a structural equation model method, with 220 consumers as respondents who were selected through purposive sampling. The results of this study indicate that the indicator of the social media marketing variable with the lowest loading value is communication (x1.2). On website quality, the weakest hand is the security (x2.2), so website security, customer privacy protection and being able to filter disturbances needed, such as phishing and fraud. Regarding brand personality, Skynet's company can still not compete with similar companies at a lower level, so Skynet must be able to increase consumer preference by carrying out lots of promotions and price discounts for the lower middle class. As for the brand attitude, Skynet can improve its performance and continually evaluate it so that consumers' evaluation of the company increases and can create loyalty and increase a broader market.