THE EFFECT OF PROMOTION THROUGH INSTAGRAM ON LOYALTY WITH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLES AT MAXS BARBERSHOP

Abstract

Promotion through Instagram, is an important factor in creating customer satisfaction after making a purchase or using the services of a product. This study aims to analyze the effect of promotion through Instagram on consumer satisfaction, promotion through Instagram on Loyalty, consumer satisfaction with Loyalty, and promotion through Instagram on Loyalty through consumer satisfaction at Maxs Barbershop Sengkang, Wajo Regency. This research is quantitative research with a survey method. The sampling technique used accidental sampling. The data collection technique used a questionnaire that had been tested for validity and reliability. The data analysis technique is used to answer the path analysis hypothesis with the help of simple regression and Sobel test. The results showed (1) the effect of promotion through Instagram on consumer satisfaction obtained a path coefficient of 0.665 with a significant level of 0.000 < 0.05 (2) The effect of promotion through Instagram obtained on consumer loyalty obtained a path coefficient of 0.322 with a significant level of 0.000 (3) The effect of consumer satisfaction  on consumer loyalty obtained path coefficient with a significant level of 0.000 (4) Promotion through Instagram has a positive and significant effect on Loyalty through customer satisfaction as an intervening variable because the value of the indirect influence (33.45%) is greater than the indirect effect (32.20%) with a significant level of 0.00 based on the Sobel test.The conclusions in this study (1) Promotion through Instagram has a positive and significant effect on consumer satisfaction, (2) Promotion through Instagram has a positive and significant effect on Loyalty, (3) Consumer satisfaction has a positive and significant effect on customer satisfaction.  significant to Loyal  itas, (4) Promotion through Instagram has a positive and significant effect on Loyalty through customer satisfaction as an intervening variable.