The Influence of Social Media Marketing Towards Brand Loyalty Through Customer Engagement as Intervening Variables

Abstract

The growth of technology has increased supported by the development of the internet which provides convenience in making transactions. The increasing use of the internet has an impact on the use of social media has also increased. This makes it easier for marketers to market products through social media with the aim of creating high consumer engagement and brand loyalty. This study aims to determine the influence of social media marketing on brand loyalty mediated by customer engagement on Nadjani's Instagram account @nadjaniindonesia.  This research is included in quantitative research by collecting data through the distribution of questionnaires to followers of Instagram accounts @nadjaniindonesia. Data analysis techniques using Structural Equation Modeling (SEM) assisted by Lisrel 8.8 software. The results showed that social media marketing has a positive and significant effect on brand loyalty mediated by customer engagement.  Based on the results of the study, it is proven that to increase brand loyalty, the role of social media marketing through customer engagement is needed. This can influence consumers to trust and be loyal to the brand.