THE INFLUENCE OF SOCIAL MEDIA MARKETING, GAMIFICATION, AND E-WOM ON CUSTOMER ENGAGEMENT AT KFC IN SURABAYA

Chelsea Jeffriani Gunawan; Valencia Vanessa Timisela; J.E Sutanto

doi:10.29040/ijebar.v10i2.19552

Pengaruh Social Media Marketing, Gamification, dan E-WoM Terhadap Customer Engagement Pada KFC di Kota Surabaya

Penulis

Chelsea Jeffriani Gunawan Ciputra University, Indonesia
Valencia Vanessa Timisela Universitas Ciputra Surabaya, Indonesia
J.E Sutanto Universitas Ciputra Surabaya, Indonesia

DOI:

https://doi.org/10.29040/ijebar.v10i2.19552

Abstrak

Penelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketing, Gamification, dan E-WoM terhadap Customer Engagement. Populasi dalam penelitian ini adalah pelanggan KFC di Surabaya. Teknik sampling yang digunakan adalah purposive sampling, dengan total sampel sebanyak 194 responden. Data dianalisis menggunakan program SPSS versi 26. Hasil menunjukkan bahwa semua faktor yang diteliti secara signifikan mempengaruhi Customer Engagement. Selain itu penelitian ini mendukung pencapaian SDG 9 (Industri, Inovasi, dan Infrastruktur) dengan menunjukkan bagaimana penerapan strategi pemasaran digital dan inovasi berbasis teknologi, seperti Social Media Marketing, Gamification, dan E-WoM, dapat meningkatkan daya saing industri dan memperkuat kinerja bisnis berkelanjutan di sektor makanan dan minuman, terutapa pada restoran cepat saji

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Diterbitkan

2026-05-21

Cara Mengutip

Gunawan, C. J., Timisela, V. V., & Sutanto, J. (2026). Pengaruh Social Media Marketing, Gamification, dan E-WoM Terhadap Customer Engagement Pada KFC di Kota Surabaya. International Journal of Economics, Business and Accounting Research (IJEBAR), 10(2). https://doi.org/10.29040/ijebar.v10i2.19552

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Terbitan

Vol 10 No 2 (2026): IJEBAR: Vol. 10, Issue 2, June 2026

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