Pengaruh Sikap dan Gaya Komunikasi e-Customer Service Officer Telkomsel di Media Sosial X terhadap Loyalitas Pelanggan

Abstract

Customer service through social media is increasingly important in building loyalty in the digital age, especially for telecommunications companies such as Telkomsel. This study aims to examine the influence of Telkomsel's e-customer service attitude and communication style on social media X on customer loyalty in 2025. A quantitative method was used with Structural Equation Modeling (SEM) analysis using SmartPLS4. A sample of 100 Telkomsel users who had communicated with e-customer service on Twitter was taken using purposive sampling to ensure data relevance. The research instruments were tested for validity and reliability through outer loading, AVE, Cronbach's Alpha, and Composite Reliability. The analysis results show that the attitude and communication style of e-customer service have a significant positive effect on customer loyalty. The coefficient of determination (R2) value of 0.592 indicates that 59.2% of the variation in customer loyalty is explained by the digital communication variable. This finding confirms that polite, clear, responsive, and empathetic digital communication is a major factor in increasing customer loyalty. This study enriches the study of digital communication by emphasizing the role of e-customer service attitudes and communication styles on public chat-based platforms, where empathy and responsiveness are key to retaining customers in the era of digital self-service. Further research recommendations include expanding the variables by adding other factors such as network quality, price, digital application experience, or brand reputation for a more comprehensive understanding.