MEDIATING ROLE OF PROSUSTAINABILITY NETWORK QUALITY IN THE INFLUENCE OF SOCIAL MEDIA ON CUSTOMER LOYALTY
Customer is the King", is a sentence that reminds every businessman to manage the ability to maintain customer loyalty because it will increase the company's sustainability. And maintain loyal customers so that the company remains competitive even though there are situational influences and marketing efforts from competitors that have the potential to cause switching behavior, and one of them is a marketing strategy using social media to establish relationships with customers. This study empirically examines the influence of social media on customers. Loyalty is mediated by prosustainability network quality. This study aims to fill the gap in research and develop network theory. The sample of this research is a distributor of industrial sandpaper companies in Indonesia spread over 34 provinces, and sampling is done by Simple Random Sampling. Data was collected by distributing questionnaires directly to the respondents, as many as 300 questionnaires. The statistical method used is Smart PLS. The results of this study indicate that the positive and significant Prosustainability Network Quality mediates the relationship between Social Media and Customer Loyalty, the fulfillment of aspects of customer satisfaction and customer loyalty is the ultimate goal to be achieved by every company, whether engaged in manufacturing or services. So that, further research is recommended to add a variable Customer Satisfaction.
Social Media, Customer Loyalty, Prosustainability, Network Quality