Pengaruh Digital Marketing dan Brand Trust terhadap Kepuasan dan Loyalitas Pelanggan Fiber Drink Synchet

Abstract

Kebutuhan dasar manusia akan pangan berlanjut dengan pola konsumsi masyarakat yang berubah kian waktu memunculkan serat pangan praktis berupa fiber drink, salah satunya Synchet. Penelitian ini bertujuan untuk menganalisis pengaruh digital marketing dan brand trust terhadap kepuasan serta loyalitas pelanggan Fiber Drink Synchet. Metodologi yang digunakan adalah kuesioner yang disebarkan kepada 200 responden yang telah membeli produk tersebut minimal tiga kali dalam periode Mei hingga Juli 2024. Data dianalisis menggunakan Structural Equation Model-Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa digital marketing memiliki pengaruh signifikan terhadap kepuasan pelanggan. Selain itu, brand trust juga berkontribusi positif terhadap kepuasan dan loyalitas pelanggan. Kepuasan pelanggan terbukti berpengaruh signifikan terhadap loyalitas pelanggan Fiber Drink Synchet. Temuan ini diharapkan dapat memberikan wawasan bagi perusahaan dalam merumuskan strategi pemasaran yang efektif untuk meningkatkan hubungan jangka panjang dengan pelanggan.

The basic human need for food continues with people's consumption patterns changing over time, giving rise to practical food fiber in the form of fiber drinks, one of which is Synchet. This research aims to analyze the influence of digital marketing and brand trust on Fiber Drink Synchet customer satisfaction and loyalty. The methodology used was a questionnaire distributed to 200 respondents who had purchased the product at least three times in the period May to July 2024. The data was analyzed using Structural Equation Model-Partial Least Squares (SEM-PLS). The research results show that digital marketing has a significant influence on customer satisfaction. Apart from that, brand trust also contributes positively to customer satisfaction and loyalty. Customer satisfaction has been proven to have a significant effect on Fiber Drink Synchet customer loyalty. These findings are expected to provide insight for companies in formulating effective marketing strategies to improve long-term relationships with customers.