Relationship Quality Analysis Using Technology in the Business Sector

In the current era of Industry 5.0, the use of technology in the business sector, namely Digital Marketing, is put to good use by business actors. With social media as a medium of communication, business actors must establish good relationships with customers so that QU (Relationship Quality) is seen with BE (Customer Behavior), EX (Customer Experience) SMA (Social Media Marketing Activity). The basis for the urgency of this research is that many business actors do not know how important QU is, even though this can be used as a benchmark for business progress. The purpose of this research is to measure QU for BE, EX, and SMA using quantitative research methods by distributing online questionnaires to all social media users in Indonesia. A total of 49 questionnaires filled out by social media users were then analyzed and model-tested using PLS (Partial Least Squares). The results obtained are the findings of the H1 - H3 Hypothesis test which is declared ”Accepted” where SMA, EX, and BE affect QU positively. The novelty of this research is the results of measurement data on BE, EX, and SMA which can be used to improve quality and marketing strategy.