Leverage Instagram as a marketing medium

Oct 13, 2025 by wbrum.org 127 views

The Influence of Instagram Marketing and Customer Experience on Customer Loyalty with Customer Engagement as a Mediation Variable in the Café of Mili Kopi Pematang Siantar

Introduction

In today's digital era, the use of social media platforms has become a crucial aspect of business marketing strategies. Among these platforms, Instagram has emerged as a highly effective medium for product marketing, allowing businesses to reach a vast audience and attract potential customers. The phenomenon of uploading posts on social media provides a beneficial opportunity for business people, including cafes, to attract the attention of consumers and invite them to visit. In addition to marketing strategies on social media, creating good customer experience is also very important so that consumers feel emotionally bound to the product, which in turn builds loyalty.

The Importance of Instagram Marketing and Customer Experience in Building Customer Loyalty

The concept of customer loyalty is a critical aspect of business success, as it directly impacts a company's revenue and growth. In the context of the café industry, customer loyalty is particularly important, as it can lead to repeat business and positive word-of-mouth marketing. Instagram marketing and customer experience are two key factors that can significantly influence customer loyalty. By leveraging Instagram as a marketing medium, businesses can create engaging content that resonates with their target audience, increasing the likelihood of customer engagement and loyalty.

The Role of Customer Engagement as a Mediation Variable

Customer engagement is a critical aspect of customer loyalty, as it represents the level of interaction and involvement that customers have with a brand. In the context of this study, customer engagement is proposed as a mediation variable, meaning that it plays a crucial role in strengthening the influence between Instagram marketing and customer experience on customer loyalty. By examining the relationship between these variables, this study aims to provide insights into the mechanisms that drive customer loyalty in the café industry.

Methodology

This study employed a quantitative approach, using a questionnaire as the research instrument to collect data from a sample of 115 respondents who were customers of Mili Kopi Café in Pematang Siantar. The sampling technique used was purposive sampling, which involved selecting respondents based on their relevance to the study's objectives. The data was analyzed using the SPSS program, which enabled the researchers to test the hypotheses and examine the relationships between the variables.

Results

The results of this study showed that Instagram marketing had a positive and significant influence on customer engagement at Mili Kopi Café. This suggests that the more effective marketing strategies carried out through Instagram, the higher the level of customer involvement. In addition, customer experience also contributed positively and significantly to customer engagement. When customers get a satisfying experience, they will be more involved and interact with the brand.

Furthermore, this study found that Instagram marketing had a positive and significant influence on customer loyalty. This shows that the presence and marketing strategy on Instagram not only managed to attract attention, but also encourage consumers to return. Likewise, good customer experience had a positive impact on customer loyalty. When customers feel satisfied and well served, they tend to return and recommend the place to others.

Interestingly, customer engagement was also proven to have a positive and significant influence on customer loyalty. This shows that the high level of customer involvement, resulting from marketing on Instagram and good customer experience, contributes to customer loyalty. This study also found that customer engagement functions as a mediation variable that strengthens the influence between Instagram marketing and customer experience on customer loyalty at Mili Kopi Café.

Conclusion

In conclusion, this study provides insights into the influence of Instagram marketing and customer experience on customer loyalty with customer engagement as a mediation variable in the café of Mili Kopi Pematang Siantar. The results of this study suggest that effective marketing strategies through Instagram and creating positive customer experience are crucial in building customer loyalty. Business people, especially in the café sector, are advised to take advantage of social media, especially Instagram, and focus on increasing customer experience in order to increase customer loyalty and involvement in a sustainable manner.

Recommendations

Based on the findings of this study, the following recommendations are made:

Leverage Instagram as a marketing medium: Businesses should take advantage of Instagram as a marketing medium to reach a wider audience and increase customer engagement.
Create positive customer experience: Businesses should focus on creating positive customer experiences that satisfy customers' needs and expectations.
Increase customer engagement: Businesses should strive to increase customer engagement by creating interactive and engaging content that resonates with their target audience.
Monitor and analyze customer feedback: Businesses should monitor and analyze customer feedback to identify areas for improvement and make necessary adjustments to their marketing strategies and customer experience.

By implementing these recommendations, businesses in the café industry can increase customer loyalty and involvement, ultimately leading to sustainable growth and success.
Frequently Asked Questions (FAQs) about the Influence of Instagram Marketing and Customer Experience on Customer Loyalty

Q: What is the significance of Instagram marketing in building customer loyalty?

A: Instagram marketing is a crucial aspect of building customer loyalty, as it allows businesses to reach a wider audience and create engaging content that resonates with their target audience. By leveraging Instagram as a marketing medium, businesses can increase customer engagement and loyalty.

Q: How does customer experience contribute to customer loyalty?

A: Customer experience plays a significant role in building customer loyalty, as it directly impacts how customers feel about a product or service. When customers have a satisfying experience, they are more likely to return and recommend the place to others.

Q: What is the role of customer engagement in building customer loyalty?

A: Customer engagement is a critical aspect of building customer loyalty, as it represents the level of interaction and involvement that customers have with a brand. By increasing customer engagement, businesses can strengthen the influence between Instagram marketing and customer experience on customer loyalty.

Q: How can businesses increase customer engagement on Instagram?

A: Businesses can increase customer engagement on Instagram by creating interactive and engaging content that resonates with their target audience. This can include using hashtags, tagging customers, and running contests or giveaways.

Q: What are some best practices for creating positive customer experiences?

A: Some best practices for creating positive customer experiences include:

Providing excellent customer service
Offering high-quality products or services
Creating a welcoming and inclusive environment
Encouraging customer feedback and suggestions
Responding promptly to customer complaints or concerns

Q: How can businesses measure the effectiveness of their Instagram marketing strategies?

A: Businesses can measure the effectiveness of their Instagram marketing strategies by tracking metrics such as:

Engagement rates (e.g. likes, comments, shares)
Follower growth
Website traffic
Sales or revenue
Customer satisfaction ratings

Q: What are some common mistakes businesses make when it comes to Instagram marketing?

A: Some common mistakes businesses make when it comes to Instagram marketing include:

Not having a clear brand identity or messaging
Posting low-quality or irrelevant content
Not engaging with customers or responding to comments
Not using hashtags or tagging customers
Not tracking or measuring the effectiveness of their Instagram marketing strategies

Q: How can businesses use Instagram to build customer loyalty?

A: Businesses can use Instagram to build customer loyalty by:

Creating engaging and interactive content that resonates with their target audience
Using hashtags and tagging customers to increase visibility and engagement
Running contests or giveaways to encourage customer participation
Providing exclusive offers or promotions to loyal customers
Sharing customer testimonials and reviews to build trust and credibility

Q: What are some benefits of using Instagram for business?

A: Some benefits of using Instagram for business include:

Increased brand awareness and visibility
Improved customer engagement and loyalty
Increased website traffic and sales
Enhanced customer service and support
Access to a large and engaged audience

Q: How can businesses use Instagram to increase customer engagement?

A: Businesses can use Instagram to increase customer engagement by:

Creating interactive and engaging content that encourages customers to participate
Using hashtags and tagging customers to increase visibility and engagement
Running contests or giveaways to encourage customer participation
Responding promptly to customer comments and messages
Sharing customer testimonials and reviews to build trust and credibility