Published: 2026-07-01

The Effect of Social Media Marketing and Customer Experience on Customer Satisfaction in Furniture Stores in Bitung City with the Mediating Role of Disconfirmation

DOI: 10.35870/emt.v10i3.6591

Felisya Feriska Syalomita Makoli, Indrajit Indrajit
  • Felisya Feriska Syalomita Makoli: Universitas Klabat
  • Indrajit Indrajit: Universitas Klabat
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Abstract

This study was conducted due to the increasing competition between furniture stores and suppliers in Bitung City, where many suppliers sell directly through social media at lower prices, potentially reducing customer satisfaction for furniture stores. The purpose of this research is to analyze the influence of Social Media Marketing and Customer Experience on Customer Satisfaction, as well as to examine whether Disconfirmation serves as a mediating variable. A quantitative approach was applied using a survey design, with data collected through questionnaires from 157 respondents and analyzed using PLS-SEM. The findings show that Social Media Marketing and Customer Experience have a positive and significant effect on Customer Satisfaction. Both variables also significantly influence Disconfirmation, and Disconfirmation is proven to mediate these relationships. These results indicate that customer satisfaction increases when marketing information and shopping experiences meet expectations, implying that businesses should maintain consistent information and enhance service quality.

Keywords

Social Media Marketing; Customer Experience; Disconfirmation; Customer Satisfaction; PLS-SEM; Furniture Industry; Expectation Disconfirmation Theory

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How to Cite

Makoli, F. F. S., & Indrajit, I. (2026). The Effect of Social Media Marketing and Customer Experience on Customer Satisfaction in Furniture Stores in Bitung City with the Mediating Role of Disconfirmation. Jurnal EMT KITA, 10(3), 1673-1682. https://doi.org/10.35870/emt.v10i3.6591
Article Information

This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 10 No. 3 (2026)

  • Section: Articles

  • Published: 2026-07-01

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Author Biographies
Felisya Feriska Syalomita Makoli, Universitas Klabat
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Management Study Program, Universitas Klabat, North Minahasa Regency, North Sulawesi Province, Indonesia.

Indrajit Indrajit, Universitas Klabat
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Management Study Program, Universitas Klabat, North Minahasa Regency, North Sulawesi Province, Indonesia.

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