FAKTOR-FAKTOR ANTESEDEN LOYALITAS PELANGGAN: PENGGUNAAN MEDIA SOSIAL, KEPERCAYAAN, DAN RISIKO PEMBELIAN PELANGGAN B2B UMKM

Abstract

In the digital era, B2B personnel are encouraged to build relationships with customers through social media to build trust and reduce purchase risks affecting customer loyalty. This study aimed to analyze the antecedents of customer loyalty, which include the use of social media, trust, and purchasing risk of B2B MSMEs customers. The type of research used is causal explanatory. The research sample was MSMEs related to suppliers and uses social media for business activities. Data collection applied in this study was a survey technique with a questionnaire distributed to 226 respondents. Meanwhile, the data analysis method employed was a regression with mediation. The results of this study indicate that the role of trust is greater than purchase risk in mediating the effect of using social media on customer loyalty.