PENGARUH SOCIAL MEDIA MARKETING DAN ONLINE CUSTOMER REVIEWERS TERHADAP BRAND LOYALTY PRODUK VIVA COSMETIC KOTA BATAM

Abstrak

High-quality human resources and the ability to foster employee job satisfaction are essential in delivering outcomes that align with organizational expectations. Therefore, companies are required to give serious attention to employee needs, particularly those related to service quality and the development of a strong brand image. This research utilized a saturated sampling method, whereby the entire population was selected as the sample. Data collection was carried out through the administration of structured questionnaires containing systematically arranged items to be completed by respondents. A quantitative research design was employed, with multiple linear regression analysis used to examine the proposed relationships. The results reveal that service quality and brand image exert a positive and statistically significant effect on customer satisfaction among Grab users in Batam.