The Influence of Social Media Instagram, WhatsApp, and Paxel Market on Customer Loyalty of UMKM Pastel Soponyono Jatiroto

Abstract

In the current era of globalization, technological progress is very rapid, especially in information and communication technology which plays a strategic and very important role in human life, one of which is social media. The developments and changes that have occurred in Social Media have had a major impact, especially on business ventures. Like UMKM Pastel Soponyono Jatiroto who started selling products through social media, Instagram, WhatsApp, and the Paxel Market website. This proves that Pastel Soponyono Jatiroto's MSMEs have been able to adapt to technological changes. To promote products and make it easier for customers to choose products offered by UMKM Soponyono Jatiroto Pastel, the company uses social media, Instagram, WhatsApp, and the Paxel Market website. This encourages consumers to be content with the products and services they receive and to remain devoted UMKM Pastel Inspononyono Jatiroto. This study tries to ascertain the impact of social media platforms including Instagram, WhatsApp, and the website Paxel Market on customer loyalty for UMKM Pastel Soponyono Jatiroto. The study's participants were 75 respondents with purposive sampling. The method used is the quantitative method. The results showed that the use of social media, Instagram, WhatsApp, and the Paxel Market website significantly affected customer loyalty at the Soponyono Jatiroto Pastel MSMEs.