INTERAKSI NANO-INFLUENCER DAN CUSTOMER EXPERIENCE DALAM MEMBANGUN LOYALITAS KONSUMEN: PERAN MEDIASI KEPUASAN KONSUMEN PADA PRODUK MAKANAN DI KOTA MEDAN

Article Sidebar

pdf
Published: Jan 25, 2026

Main Article Content

Fadia Agnil Rizqiya
a:1:{s:5:"en_US";s:39:"Universitas Muhammadiyah Sumatera Utara";}
Eri Yanti Nasution
Universitas Muhammadiyah Sumatera Utara

Abstract

this study is to determine and analyze the effect of Nano Influencer Interaction and Customer Experience on Consumer Loyalty through Consumer Satisfaction, both directly and indirectly. The approach used in this study is an associative approach. The population in this study were all students of the Faculty of Economics and Business, Universitas Muhammadiyah Sumatera Utara who purchased food products promoted through Nano Influencer content on social media. The sample in this study used the Lemeshow formula, resulting in 96 students of the Faculty of Economics and Business, Muhammadiyah University of North Sumatra, and the products analyzed were food products promoted through Nano Influencer content on social media. The data collection technique in this study employed a questionnaire. The data analysis technique employed a quantitative approach, employing statistical analysis using the Automated Model Analysis, Inner Model Analysis, and Hypothesis Testing. The data processing in this study used PLS (Partial Least Squares) software. The results of this study demonstrate that direct interaction between Nano Influencers, Customer Experience, and customer satisfaction significantly influence consumer loyalty. Nano Influencer Interaction and Customer Experience significantly influence consumer satisfaction. Meanwhile, indirectly, interaction between Nano Influencers and Customer Experience significantly influences consumer loyalty through consumer satisfaction.

Article Details

Issue
Vol. 7 No. 1 (2026): januari
Section
Articles
Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

Arianty, N., Astuti, R., Rahayu, S. E., Nainggolan, E. P., & Marpaung, A. P. (2022). Mediation of Buying Interest on the Relationship of Green Products to Purchase Decisions During the New Normal: Evidence from MSME Consumers in East Binjai RegencyNo Title. Enrichment: Journal of Management, 12(5), 3607–3615.

Evani, M., Warsiningsih, T., Sudarso, E., Darmasari, E., & Putranto, G. (2022). Analisis Pengaruh Kualitas Pelayanan Dan Harga Terhadap Loyalitas Konsumen Pada Top Gym Singkawang. Hectoron, 3(1), 62–77.

Fahmi, M., Gultom, D. K., Siregar, Q. R., & Daulay, R. (2022). Citra Destinasi dan Pengalaman Destinasi Terhadap Loyalitas: Peran Mediasi Kepuasan Wisatawan. Jurnal Ilmiah Manajemen dan Bisnis, 23(1), 58-71.

Gultom, D. K., Arif, M., & Fahmi, M. (2020). Determinasi Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Melalui Kepercayaan. Jurnal Ilmiah Magister Manajemen, 3(2). https://doi.org/10.30596/maneggio.v3i2.5290

Hardini, R., Nurani, M. I., Larasayu, F., & Permana, E. (2023). Strategi pemasaran bisnis kuliner menggunakan influencer di media sosial instagram pasca pandemi. Jurnal Riset Pendidikan Ekonomi, 8(2), 134–148.

Hariyanti, N. T., & Wirapraja, A. (2018). Pengaruh Influencer Marketing Sebagai Strategi Pemasaran Digital Era Moderen (Sebuah Studi Literatur). Eksekutif, 15(1), 133–146.

Hasan, A. (2018). Marketing, Media Utama. Media Utama.

Hashem, T. N., & Ali, N. N. (2019). The impact of service quality on customer loyalty: A study of dental clinics in Jordan. International Journal of Medical and Health Research, 1(1).

Irawan, H. (2018). 10 Prinsip Kepuasan Pelanggan. Elex Media.

Ismanto, S. (2014). Konsumen dan Pelayanan Prima. Gava Media.

Juniarti, N. (2025). Peran nano dan micro influencer dalam membangun citra positif kuliner di kota bengkulu (Doctoral dissertation, Universitas Muhammadiyah Bengkulu).

Khair, H., Tirtayasa, S., & Yusron, M. (2023). The Effect Of Service Quality And Price On Customer Loyalty Through Customer Satisfaction On Laundry Medan.Com The City Of Medan. Jurnal Ekonomi, 12(1), 560–568.

Kim, S., Choe, J. Y., & Patrick, J. F. (2018). The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival. Journal of Destination Marketing and Management, 9(3), 320–329.

Lae, A. M., Salean, D. Y., Dhae, Y. K. I. D. D., & Kurniawati, M. (2025). Pengaruh Customer Experience Terhadap Loyalitas Pelanggan Pada Toko MR. D.I.Y Di Kota Kupang. Glory: Jurnal Ekonomi & Ilmu Sosial, 6(1), 79–86.

Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73.

Maulidiyah, I. Z., & Handoko, Z. (2024). Pengaruh Influencer Marketing, Word-Of-Mouth Marketing, Dan Brand Image Terhadap Loyalitas Pelanggan. Bridging: Journal of Islamic Digital Economic and Management, 2(1), 56–63. https://journal.alshobar.or.id/index.php/bridging

Muis, M. R., Fahmi, M., Prayogi, M. A., & Jufrizen, J. (2021). Model Peningkatan Loyalitas Nasabah Internet Banking Berbasis Persepsi Resiko, Persepsi Privasi dimediasi Kepercayaan dan Kepuasan Nasabah. Jurnal Bisnis Dan Manajemen, 8(1), 22–37.

Nawastuti, N., & Irmawati. (2023). Pengaruh Influencer dan E-WOM terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan sebagai Variabel Mediasi Pada Pelanggan TikTok Shop. Jurnal Informatika Ekonomi Bisnis, 1415–1421. https://doi.org/10.37034/infeb.v5i4.735

Nugraha, D. H. (2020). Kualitas Pelayanan Dan Harga Terhadap Loyalitas Pelanggan Dalam Menggunakan Jasa Go-Food Pada Aplikasi Go-Jek. Psikoborneo: Jurnal Ilmiah Psikologi, 8(3).

Putri, S. M. Z., & Canggih, C. (2025). Kepuasan Pelanggan Sebagai Variabel Mediasi Pengaruh Customer Experience, Label Halal dan Brand Image Terhadap Loyalitas Pelanggan Produk Skincare Avoskin. Syarikat: Jurnal Rumpun Ekonomi Syariah, 8(1), 1-15.

Ristia, N. D., & Marlien, R. A. (2022). Pengaruh Pengalaman Pelanggan, Nilai Pelanggan, dan Kualitas Layanan terhadap Kepuasan Pelanggan (Studi Pada Pelanggan Albania Coffee Boja). YUME?: Journal of Management, 5(3), 1–16. https://doi.org/10.2568/yum.v5i2.1751

Rizqiyanti, D. M., Ifada, A., & Yusuf, A. (2024). Pengaruh Customer Experience terhadap Loyalitas Pelanggan Seblak Prasmanan Teh Windy di Karawang. Jurnal Nasional Manajemen Pemasaran & Sumber Daya Manusia, 5(2), 2745–7257.

Robbins, P. S., & Judge, T. A. (2017). Organizational Behaviour (13th ed.). Salemba Empat.

Rojuaniah, R., Savira, K. P., Syah, T. Y. R., Havidz, I. L. H., & Winanta, T. T. (2024). Kualitas Pelayanan, Pengalaman, Kepuasan, dan Perilaku Keluhan Terhadap Loyalitas Pelanggan. Ekonomis: Journal of Economics and Business, 8(1), 329. https://doi.org/10.33087/ekonomis.v8i1.1386

Sangadji, E. M., & Sopiah. (2013). Perilak Konsumen, Pendekatan Praktis. CV. Andi Offset.

Sari, M., Prayogi, M. A., Jufrizen, J., & Nasution, M. I. (2020). Membangun Loyalitas Pelanggan Berbasis E-Service QualityDengan Mediasi Kepuasan Pelanggan (Studi pada Transportasi Online Grab-Car di Kota Medan). Matrik: Jurnal Manajemen, Strategi Bisnis Dan Kewirausahaan, 14(2), 218–235.

Septiana, A., Dawam, A., Manah Tarman, dan, & PGRI Bangkalan Bangkalan, S. (2023). Analisis Faktor-faktor yang Mempengaruhi Loyalitas Konsumen dengan Variabel Intervening Kepuasan Konsumen di Pizza Hut Kota Pamekasan. Jurnal Pendidikan Ekonomi Undiksha, 15(1). https://doi.org/10.23887/jjpe.v15

Setyorini, D., Tirtayasa, S., & Khair, H. (2023). The Effect Of Brand Image And Customer Relationship On Customer Loyalty Mediated By Customer Satisfaction At Primary School Al-Ulum. Jurnal Ekonomi, 12(1), 531–545.

Sirait, C. A., Syukron, M. S. S., Rakhman, Z. A., Siregar, A. A. P. Z., Nasution, M. R. R., Arcinta, T., Putra, F. J., Hakim, N. A., & Lubis, F. (2024). Pengaruh Penggunaan InfluencerSebagai Marketing Terhadap Loyalitas Konsumen Di E-Commerce. Review Pendidikan Dan Pengajaran, 7(4).

Sugiyono. (2022). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. CV. Alfabeta.

Sugiyono. (2023). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. CV. Alfabeta.

Susilawati, E., & Nugroho, S. D. (2025). Customer Experience and Brand Awareness Increase Loyal Customers: The Role of Mediator Satisfaction Customer At the Aesthetic Beauty Center. Asian Journal of Management, Entrepreneurship and Social Science, 5(03), 1210-1227.

Supertini, N. P. S., Telagawathi, N. L. W. S., & Yulianthini, N. N. (2020). Pengaruh Kepercayaan Dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Pada Pusaka Kebaya Di Singaraja. Manajemen Dan Bisnis, 2(1).

Tirtayasa, S. (2022a). Effect Of Product Quality And Service On Customer Loyalty With Customer Satisfaction As An Intervening Variable (Study On Coffee Shop In Medan). International Journal of Science, Technology & Management, 3(5), 1438–1444.

Tirtayasa, S. (2022b). The Effect Of Product Quality, Price, And Innovation On Marketing Performance Moderated Consumer Purchasing Power In Umkm Of Boba Drinks In Deli Serdang. International Journal of Science, Technology & Management, 3(6), 1731–1742.

Tirtayasa, S., Lubis, A. P., & Khair, H. (2021). Keputusan Pembelian: Sebagai Variabel Mediasi Hubungan Kualitas Produk dan Kepercayaan terhadap Kepuasan Konsumen. Jurnal Inspirasi Bisnis Dan Manajemen, 5(1), 67–86.

Tirtayasa, S., & Ramadhani, F. (2023). The Effect Of Price, Product Quality And Hedonism Lifestyle On Diamond Shops Purchasing Decisions Mediated By Perceived Value At Diamond Shops In Medan City. Jurnal Ekonomi, 12(02), 520–531.Tjiptono. F (2014). Pemasaran Jasa. Andi.

Tjiptono, F. (2019). Strategi Pemasaran Prinsip & Penerapan (Edisi 1). Andi.

Wijayanto, D. (2012). Pengantar Manajemen. Gramedia Pustaka Utama.