PENGARUH MEDIA SOSIAL INSTAGRAM DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN DENGAN INOVASI SEBAGAI VARIABEL MODERASI (Studi Kasus Usaha Jasa Milda Make Up)

The purpose of this study was to analyze the influence of Instagram social media, service quality on customer satisfaction and find out whether innovation moderates the positive influence of Instagram social media and service quality with the object of being a service business at Milda Make Up. In this study using quantitative methods. The population in this study were all consumers who had used make-up services from Milda Make Up. The number of samples taken was 100 people, with the determination of sampling using non-probability sampling. The data used in this study were primary data, namely by distributing questionnaires. The measurement scale used is the Likert scale. The data analysis technique used in this study is a quantitative data analysis technique using statistical methods. The statistical method used is Partial Least Square (PLS). The results of the study show that Instagram Social Media has a positive and significant effect on Customer Satisfaction, Service Quality has a positive and significant effect on Customer Satisfaction, Innovation positively moderates the effect of Instagram Social Media on Customer Satisfaction and Innovation positively moderates the effect of Service Quality on Customer Satisfaction.

Keywords: Social Media Instagram; Service quality; Customer satisfaction; Innovation