Millennial’s Customer Impact of Actual Purchase to Loyalty Intention through Customer Satisfaction and Customer Engagement on Instagram

Abstract

The aim of this research is to determine the influence of actual purchases on loyalty intentions through customer satisfaction and customer engagement on the social media Instagram for the fashion industry. The unit of analysis for this research is the millennial customer base in Indonesia. The purpose of this research is to find out whether customers are loyal to fashion brands (products) or influencers or both. The type and source of data in this research is primary data. The data is collected by distributing questionnaires to 510 Millennial respondents aged 20 to 40 years. Descriptive surveys can be conducted to provide an overview of the elements studied, and explanatory surveys can be conducted to determine the relationship between one variable and another. The target audience of this study is millennial fashion product consumers in Indonesia who made online purchases via social media (Instagram). The sampling technique in this research is convenience sampling, then this research uses SmartPLS 3.2 for the software. The findings actual purchases are very important in customer satisfaction and customer engagement, meaning that once customers make actual purchases, they feel connected and satisfied. For customers in the fashion industry to become loyal customers, they must first achieve customer satisfaction and engagement. As a result, fashion entrepreneurs will have a new approach to social media Instagram.