Pengaruh Social Media Listening dan Responsivitas Customer Service terhadap Loyalitas Pelanggan Hijab Azzura pada Generasi Z di Kabupaten Tasikmalaya

Indri Lestari; Yudi Setia Rachmanda; Dheri Febiyani Lestari; Ardhiansyah Ardhiansyah

doi:10.30640/digital.v5i2.7237

Authors

Indri Lestari Universitas Cipasung
Yudi Setia Rachmanda Universitas Cipasung
Dheri Febiyani Lestari Universitas Cipasung
Ardhiansyah Ardhiansyah Universitas Cipasung

DOI:

https://doi.org/10.30640/digital.v5i2.7237

Keywords:

Customer Loyalty, Customer Service Responsiveness, Digital Marketing, Generation Z, Social Media Listening

Abstract

Customer loyalty in the digital fashion industry is increasingly shaped by a brand’s ability to understand consumer needs through online interactions and responsive digital services. This study aims to analyze the effect of social media listening and customer service responsiveness on customer loyalty toward Hijab Azzura among Generation Z consumers in Tasikmalaya Regency. The research applied a quantitative approach within a positivist paradigm. Data were collected through an online questionnaire using a five-point Likert scale from 105 Generation Z consumers who had purchased or interacted with Hijab Azzura, selected through purposive sampling. Data analysis was conducted using validity and reliability tests, classical assumption tests, and multiple linear regression analysis with IBM SPSS Statistics version 31. The results indicate that social media listening has a positive and significant effect on customer loyalty, with a regression coefficient of 0.382, t-value of 4.505, and significance value of 0.000. Customer service responsiveness also significantly influences loyalty, although it shows a negative regression coefficient of -0.143, with a t-value of -2.116 and significance value of 0.037. Simultaneously, both variables significantly affect customer loyalty, indicated by an F-value of 10.692 and significance below 0.001. The coefficient of determination shows that 17.5% of customer loyalty variation is explained by social media listening and customer service responsiveness. These findings emphasize the importance of strengthening data-driven customer engagement and improving personalized, solution-oriented digital services to enhance loyalty among Generation Z consumers.

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