Social Media Effect: Building the Customers Loyalty of Hennes & Mauritz Brand Fashion in Indonesia

Liesta Augustine; Rewindinar Rewindinar; Rustono Farady Marta

doi:10.23887/ijssb.v5i2.34355

Authors

Liesta Augustine Universitas Bunda Mulia
Rewindinar Rewindinar Universitas Bunda Mulia
Rustono Farady Marta Universitas Bunda Mulia

DOI:

https://doi.org/10.23887/ijssb.v5i2.34355

Keywords:

Social Media, Loyalty, Customer Satisfaction, Netnography

Abstract

Economic growth has accelerated in recent years. Company owners’ tactic was to used social media as a bridge to reach out to customers. A brand gains who gains consumers would attempt to establish a relationship with them and also gain their commitment. This is referred to as consumer loyalty. This loyalty was very critical to the brand’s long term sustainability and growth. Customers’ satisfaction can be used to gain customer loyalty. This study aims to examine H&M's use of Twitter as a social networking platform for building consumer loyalty. This study used a netnographic approach to examine H&M's marketing strategy for building consumer loyalty through the use of social media, specifically Twitter. The netnography approach is an ethnographic method that combines the use of internet with ethnography. The data for this analysis was gathered by reprocessing H&M post data obtained via Twitter. The findings in this research conclude that games and interaction will undoubtedly be required to capture customers' interest and generate their loyalty. Essentially, consumers' willingness to be in touch with a company decides whether or not they want to give commitment. This commitment will determine the customers’ loyalty by their behaviour in purchase continuously. As a result, it's possible to reduce those customers has chosen to make H&M brand their first preference which show a sign of customers’ loyalty.

Author Biographies

Liesta Augustine, Universitas Bunda Mulia

Liesta Augustine is a Magister Student at Bunda Mulia University. She is now pursuing her magister degree in communication. She obtain her Bachelor degree of economics at Bina Nusantara University.

Rewindinar Rewindinar, Universitas Bunda Mulia

Dr. Rewindinar, A.Md., S.Sos., M.Si. started her D3 Public Relations Study at the University of Indonesia (HUMAS-UI), then continued his Bachelor of Public Relations at Mercu Buana University. The Master's degree was obtained when taking the Masters in Promotion and Marketing Communication at UI again and completing the Communication Science Doctoral Program at Sahid University. A PR practitioner with more than 16 years of experience accompanied by sharing knowledge and experience by being a lecturer in the field of communication science since 2008. In addition, this woman who is familiarly called Rhere by the media is also appointed as the General Leader of satuharapan.com and is trusted as a Member of the IT and Communication Media Commission. Fellowship of Churches in Indonesia (PGI).

Rustono Farady Marta, Universitas Bunda Mulia

Rustono Farady Marta (FRAD) is a visiting assistant professor at the Faculty of Psychology at Atma Jaya Catholic University of Indonesia and Head of Masterâ€™s Degree of Communication Science Department at Bunda Mulia University. His research interest in identity and media studies as one of the masterpieces PhD of Communication Science at Universitas Indonesia. He also focus in development of scientific journal by Indonesian Communication Science Journal Publishers Association (APJIKI).

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