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

Hasanuddin Journal of Applied Business and Entrepreneurship · Vol. 5 No. 3 (2022) · pp. 51–59

ISSN
2598-0890, 2598-0882
Published
2022-08-18
Publisher
Master of Management, Faculty of Economics and Business, Hasanuddin University.
Language
en

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.

Keywords

Collaboration network of the authors

10 authors · 13 co-authorship links

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Co-authorOrganisationJoint articles
Andi Rinda OktarianiAffiliation unknown1
Abdul Razak MunirAffiliation unknown1
Muh. Abudzar A. GaligoAffiliation unknown1
Muhammad ToahaAffiliation unknown1
Muhammad Rezha ZadaAffiliation unknown1
Insany Fitri NurqamarAffiliation unknown1
Andi ReniAffiliation unknown1
Hylman JatmikoAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://journal.unhas.ac.id/index.php/hjabe/oai, first harvested 2 Nov 2026, last seen 2 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en">THE EFFECT OF PROMOTION THROUGH INSTAGRAM ON LOYALTY WITH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLES AT MAXS BARBERSHOP</dc:title>
	<dc:creator xml:lang="en">Kansi, Muhammad Tahriir Islam</dc:creator>
	<dc:creator xml:lang="en">Kadir, Nuraeni </dc:creator>
	<dc:subject xml:lang="en">Promotion through instagram</dc:subject>
	<dc:subject xml:lang="en">Customer satisfaction</dc:subject>
	<dc:subject xml:lang="en">Loyalty</dc:subject>
	<dc:description xml:lang="en">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 &amp;lt; 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&amp;nbsp; 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.&amp;nbsp; significant to Loyal&amp;nbsp; itas, (4) Promotion through Instagram has a positive and significant effect on Loyalty through customer satisfaction as an intervening variable.</dc:description>
	<dc:publisher xml:lang="en">Master of Management, Faculty of Economics and Business, Hasanuddin University.</dc:publisher>
	<dc:date>2022-08-18</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unhas.ac.id/index.php/hjabe/article/view/22028</dc:identifier>
	<dc:source xml:lang="en">Hasanuddin Journal of Applied Business and Entrepreneurship; Vol. 5 No. 3 (2022): Hasanuddin Journal of Applied Business and Entrepreneurship; 51-59</dc:source>
	<dc:source>2598-0890</dc:source>
	<dc:source>2598-0882</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://journal.unhas.ac.id/index.php/hjabe/article/view/22028/8538</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2022 Hasanuddin Journal of Applied Business and Entrepreneurship</dc:rights>
</oai_dc:dc>