Promosi melalui Instagram dan Kepuasan Pelanggan Botani Square Mall dalam Perspektif Expectation Confirmation Theory

Abstract

Penelitian ini bertujuan menganalisis persepsi pelanggan terhadap promosi. Instagram Botani Square Mall serta mengukur pengaruhnya terhadap kepuasan pelanggan. Pendekatan kuantitatif dengan analisis regresi polinomial kuadratik digunakan, berlandaskan pada Expectation-Confirmation Theory (ECT). Hasil penelitian menunjukkan bahwa persepsi pelanggan terhadap promosi Instagram @botanisquaremall berada pada kategori positif, dengan konten yang dinilai informatif, menarik secara visual, dan mudah diakses. Promosi Instagram terbukti berpengaruh signifikan terhadap kepuasan pelanggan dengan nilai R² = 0,882 dan R = 0,939, yang berarti 88,2% variasi kepuasan pelanggan dijelaskan oleh promosi Instagram dengan korelasi yang sangat kuat. Temuan ini membuktikan bahwa promosi Instagram bekerja melalui mekanisme IMC dalam membangun ekspektasi pelanggan yang selanjutnya dikonfirmasi oleh pengalaman aktual kunjungan sesuai kerangka ECT, sehingga menghasilkan kepuasan yang signifikan dan berkelanjutan bagi pelanggan Botani Square Mall.

This study aims to analyze customer perceptions of Botani Square Mall's Instagram promotions and measure their influence on customer satisfaction. A quantitative approach using quadratic polynomial regression analysis was employed, grounded in Expectation-Confirmation Theory (ECT). The results indicate that customer perceptions of @botanisquaremall's Instagram promotions fall within a positive category, with content regarded as informative, visually appealing, and easily accessible. Instagram promotion was proven to significantly influence customer satisfaction, with R² = 0.882 and R = 0.939, meaning that 88.2% of the variation in customer satisfaction is explained by Instagram promotion with a very strong correlation. These findings demonstrate that Instagram promotion operates through the IMC mechanism in shaping customer expectations, which are subsequently confirmed by actual visit experiences within the ECT framework, resulting in significant and sustained customer satisfaction among Botani Square Mall customers.