The Influence of Promotion and Location on Customer Loyalty at FamilyMart Danau Agung Dua with Social Media as a Moderator

Imam Suryono; Citra Widya Sihotang; Ari Soetiyani

doi:10.37034/jems.v8i2.399

Authors

Imam Suryono Universitas 17 Agustus 1945 Jakarta
Citra Widya Sihotang Universitas 17 Agustus 1945 Jakarta
Ari Soetiyani Universitas 17 Agustus 1945 Jakarta

DOI:

https://doi.org/10.37034/jems.v8i2.399

Keywords:

Promotion, Location, Customer Loyalty, Social Media, Family Mart

Abstract

This study aims to examine the influence of promotion and location on customer loyalty at FamilyMart Danau Agung Dua, with social media serving as a moderating variable. Using a quantitative approach, the research involved 140 respondents and applied structural equation modelling with SmartPLS to analyze both direct and moderating effects among variables. The findings reveal that promotion, location, and social media each have a significant effect on customer loyalty. Furthermore, social media moderation strengthens the relationship between promotion and customer loyalty, as well as between location and customer loyalty, leading to the acceptance of all hypotheses. These results provide a deeper understanding of the factors influencing customer loyalty and offer practical implications for academics, researchers, and business practitioners. For academics, the study serves as a useful reference in exploring consumer behavior within the retail sector. For researchers, expanding the sample size is recommended to ensure more accurate and sustainable findings. For businesses such as FamilyMart, it is essential to pay attention to customer needs, design customer-friendly strategies, and leverage social media effectively to attract, retain, and strengthen customer loyalty.

References

Afriana, A. E., & Sulistyawati, L. (2023). Pengaruh Store Atmosphere Terhadap Loyalitas Pelanggan Pada Ludic Café (Studi Pada Pelanggan Ludic Café Kendangsari, Surabaya). Management Studies and Entrepreneurship Journal (MSEJ), 4(2), 1614–1627. https://doi.org/10.37385/msej.v4i2.1781

Mahendra, A. D. (2022). Loyalitas Pelanggan Di Hi Coffee Surabaya Yang Dipengaruhi Experiential Marketing Dan Kepuasan Pelanggan. Jurnal Ilmiah Muqoddimah: Jurnal Ilmu Sosial, Politik, Dan Humaniora, 6(2), 331–337. https://doi.org/10.31604/jim.v6i2.2022.331-337

Mauludin, H. (2010). Marketing Research: Panduan Bagi Manajer, Pimpinan Perusahaan Organisasi. Jakarta: Elex Media Komputindo.

Tjandra, W. (2025). Taktik Ekspansi FamilyMart Indonesia sebagai Minimarket Penantang. Fortuneidn. Retrieved from https://www.fortuneidn.com/business/stok-taktik-ekspansi-familymart-indonesia-sebagai-minimarket-penantang-00-3dhnm-nkxlx4

Khairawati, S. (2020). Effect of customer loyalty program on customer satisfaction and its impact on customer loyalty. International Journal of Research in Business and Social Science, 9(1), 15–23. https://doi.org/10.20525/ijrbs.v9i1.603

Ummi, R., & Widodo, U. (2023). Pengaruh Promosi Dan Kepercayaan Konsumen Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening Pada Aplikasi Shopee (Studi Pada Mahasiswa Stie Pelita Nusantara Semarang). Jurnal Ilmiah Fokus Ekonomi, Manajemen, Bisnis & Akuntansi (EMBA), 2(03), 363–370. https://doi.org/10.34152/emba.v2i03.917

Fitrianingsi, A., Ediyanto, E., & Pramesthi, R. A. (2025). Analisis Lokasi Dan Kualitas Pelayanan Terhadap Loyalitas Konsumen Dengan Kepuasan Konsumen Sebagai Variabel Intervening Pada Toko Laris Di Situbondo. Jurnal Mahasiswa Entrepreneurship (JME), 2(5), 925–943. https://doi.org/10.36841/jme.v2i5.3507

Budiono, A. (2021). Pengaruh kualitas produk, persepsi harga, promosi, lokasi, kualitas pelayanan terhadap loyalitas konsumen melalui kepuasan konsumen di rumah makan Bebek Kaleo Tebet Jakarta Selatan dimasa pandemi COVID-19. SEGMEN Jurnal Manajemen Dan Bisnis, 17(2), 223–247.

Azizah, N., Zunaida, D., & Anastuti, K. U. (2025). Pengaruh Media Sosial, Customer Experience, Dan Store Atmosphere Terhadap Minat Beli Ulang Konsumen (Studi Kasus Pada Pelanggan Rahisa Bakery). JIAGABI, 14(1), 366–375.

Munandar, A., & Erdkhadifa, R. (2023). Pengaruh word of mouth, kualitas pelayanan, media sosial, store atmosphere, fasilitas, dan harga terhadap loyalitas pelanggan pada Warkop Kidol Lepen Tulungagung. Reinforce: Journal of Sharia Management, 2(1), 50-74. https://doi.org/10.21274/reinforce.v2i1.7397

Oktaviani, W. (2020). Pengaruh Media Sosial dan Harga Terhadap Loyalitas Konsumen Pada Woodcraft “tanganketiga.” Indonesian Journal of Strategic Management, 3(2). https://doi.org/10.25134/ijsm.v3i2.3897

Sihotang, N. S., Laoh, E. O. H., & Kaunang, R. (2022). Pengaruh Promosi Media Sosial, Word of Mouth dan Kualitas Pelayanan Terhadap Loyalitas Konsumen Burger King di Kota Manado. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi)., 9(1). https://doi.org/10.35794/jmbi.v9i2.42369

Nurazizah, D., Ambarwati, D., & Jatmiko, U. (2022). Pengaruh Kualitas Produk, Lokasi, Dan Promosi Terhadap Loyalitas Pelanggan Di Ud. Indokey Kediri. GEMILANG: Jurnal Manajemen Dan Akuntansi, 2(4), 76-86.

Hair, J., & Alamer, A. (2022). Partial Least Squares Structural Equation Modeling (PLS-SEM) in second language and education research: Guidelines using an applied example. Research Methods in Applied Linguistics, 1(3), 100027. https://doi.org/10.1016/j.rmal.2022.100027

Sumaryanto, S., Widajanti, E., & Susanti, N. I. (2022). Pengaruh Harga, Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Produk Kosmetik Wardah. Excellent, 9(1), 93–110. https://doi.org/10.36587/exc.v9i1.1256

Amalia, I. K., & Maskur, A. (2023). Pengaruh Kualitas Produk, Persepsi Harga dan Lokasi terhadap Keputusan Pembelian (Studi Kasus Rocket Chicken Cabang Kabupaten Kendal). Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 6(1), 166–172. https://doi.org/10.36778/jesya.v6i1.886

Rahayu, S., & Faulina, S. T. (2022). Pengaruh Digital Customer Experience dalam Menciptakan Customer Satisfaction dan Customer Loyalty di Era Digital. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 5(1), 1–13. https://doi.org/10.36778/jesya.v5i1.568

Sohail, M. S., Hasan, M., & Sohail, A. F. (2020). The impact of social media marketing on brand trust and brand loyalty: An Arab perspective. International Journal of Online Marketing (IJOM), 10(1), 15–31. https://doi.org/10.4018/IJOM.2020010102

Hair Jr, J. F., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101–110. https://doi.org/10.1016/j.jbusres.2019.11.069

Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2010). Multivariate data analysis.

Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook. Springer Nature.

Tambun, S., & Sitorus, R. R. (2024). Pelatihan Riset Akuntansi Dengan Smart PLS Bagi Mahasiswa Doktoral Akuntansi Universitas Trisakti. Joong-Ki: Jurnal Pengabdian Masyarakat, 3(2), 303–310. https://doi.org/10.56799/joongki.v3i2.2918

Sitorus, R. R., & Tambun, S. (2023). Pelatihan Aplikasi Smart PLS untuk Riset Akuntansi bagi Ikatan Akuntan Indonesia (IAI) Wilayah Sumatera Utara. Jurnal Pengabdian UNDIKMA, 4(1), 18–26. https://doi.org/10.33394/jpu.v4i1.6624

Tambun, S., Heryanto, H., Mulyadi, M., Sitorus, R. R., & Putra, R. R. (2022). Pelatihan aplikasi olah data SmartPLS untuk meningkatkan skill penelitian bagi dosen sekolah tinggi theologia batam. Jurnal Pengabdian Undikma, 3(2), 233–240. https://doi.org/10.33394/jpu.v3i2.5519

Martias, L. D. (2021). Statistika deskriptif sebagai kumpulan informasi. Fihris: Jurnal Ilmu Perpustakaan Dan Informasi, 16(1), 40–59. https://doi.org/10.14421/fhrs.2021.161.40-59

Slamet, R., & Wahyuningsih, S. (2022). Validitas dan reliabilitas terhadap instrumen kepuasan kerja. Aliansi: Jurnal Manajemen Dan Bisnis, 17(2). https://doi.org/10.46975/aliansi.v17i2.428

Maulana, A. (2022). Analisis Validtas, Reliabilitas, dan Kelayakan Instrumen Penilaian Rasa Percaya Diri Siswa. Jurnal Kualita Pendidikan, 3(3), 133–139. https://doi.org/10.51651/jkp.v3i3.331

Putri, A., & Sutrisna, E. (2025). Pengaruh Kualitas Pelayanan dan Promosi Terhadap Loyalitas Konsumen Melalui Lokasi pada Pesona Coffee Pekanbaru. Journal of Management Accounting, Tax and Production, 3(1), 110–124. https://doi.org/10.57235/mantap.v3i1.5398

Ansori, I. (2025). Pengaruh Lokasi Dan Atmosfer Toko Terhadap Loyalitas Pelanggan Pada Asia Toserba Tasikmalaya. Jurnal Bisnis, Ekonomi, Dan Sains, 5(1), 20–25. https://doi.org/10.33197/bes.vol5.iss1.2025.2687

Nurul, F., & Wiyadi, W. (2025). Pengaruh WOM, Varian Produk, Media Sosial, dan Harga Terhadap Loyalitas Konsumen HNI HPAI di Solo Raya. HIRARKI: Jurnal Ilmiah Manajemen dan Bisnis, 7(1), 20-41. https://doi.org/10.30606/mjfj6607

Norrahma, N., & Sulistyowati, P. (2025). Pengaruh Promosi, Lokasi, Dan Kualitas Layanan Terhadap Loyalitas Pelanggan. Dinamika: Jurnal Manajemen Sosial Ekonomi, 5(1), 139–153. https://doi.org/10.51903/9a2s4h57

Gohzali, K. H. (2021). Pengaruh Kualitas Pelayanan, Lokasi dan Promosi Terhadap Loyalitas Pelanggan SPBU Pertamina Otto Iskandardinata Karawaci. Prosiding: Ekonomi dan Bisnis, 1(1), 520-529.