Analysis of Social Media Marketing and Electronic Service Quality in Enhancing Customer Retention and It’s Impact on Company Image (Survey on Indonesian E-Commerce Users)

The rapid growth of technology has resulted in digital transformation at practically every level of society. According to Hootsuite (We are Social) data from the Digital 2022Global Overview Report, over 4.95 billion people worldwide will access the internet in 2022, with more than 4.62 billion using social media. This has presented new opportunities and problems for individuals, corporations, and society as a whole. The goal of this study is to investigate the impact of Social Media Marketing and E-Service Quality via Customer Retention on Corporate Image in E-Commerce (Tokopedia, Shopee, Bukalapak, and Lazada). This study employs descriptive and verification research methodologies on a sample of 210 respondents, with Chou and Bentler's theory serving as the analytical framework.  Structural Equation Modeling (SEM) is used to analyze the data. The results demonstrate that in the context of E-Commerce, Social Media Marketing, E-Service Quality, Customer Retention, and company image are all regarded as positive. Both Social Media Marketing and the caliber of E-Services affect Customer Retention. E-Service Quality and Social Media Marketing combine to increase client retention. Additionally, Social Media and E-Service Quality also affect a company's image in E-Commerce. The image of the business is impacted by Customer Retention. The company's image is shaped by the combined effects of Social Media Marketing and E-Service Quality on Customer Retention.