Effect of Social Media Marketing on Customer Engagement and its Impact on Brand Loyalty in Caring Colours Cosmetics, Martha Tilaar

Authors

  • Brian Garda Muchardie Bina Nusantara University
  • Nabila Hanindya Yudiana Bina Nusantara University
  • Annetta Gunawan Bina Nusantara University

DOI:

https://doi.org/10.21512/bbr.v7i1.1458

Keywords:

social media marketing, customer engagement, brand loyalty

Abstract

The purpose of this research was to determine the influence of social media marketing against customer engagement and its impact on brand loyalty. Methods applied is a quantitative method by distributing questionnaire to 100 customers. Data analysis was applied path analysis. The results of this study shows that social media marketing has a positive and significant impact on customer engagement, on brand loyalty, and on customer engagement, and its impact on brand loyalty where customer engagement has a greater influence on brand loyalty than social media marketing.

Author Biographies

Brian Garda Muchardie, Bina Nusantara University

Binus Online Learning

Nabila Hanindya Yudiana, Bina Nusantara University

Binus Online Learning

Annetta Gunawan, Bina Nusantara University

Management Department

References

Bowden, J. L-H. (2009). The Process of Customer Engagement: A Conceptual Framework. Journal of Marketing Theory and Practice, 17(1), 63 – 74.

Durianto, Darmadi, Sugiarto, & Budiman, L. J. (2004). Brand Equity Ten Strategi Memimpin Pasar. Jakarta: PT Gramedia Pustaka Utama.

Kriyantono, R. (2012). Teknik Praktis Riset Komunikasi. Jakarta: Prenada Media Group.

Mayfield, A. (2008). What Is Social Media? London: iCrossing.

Riduwan, & Kuncoro, E. A. (2008). Cara Menggunakan dan Memaknai Analisis Jalur (Path Analysis). Bandung: Alfabeta.

Riduwan & Sunarto, H. (2007). Pengantar Statistika untuk Penelitian Pendidikan, Sosial, Ekonomi, Komunikasi dan Bisnis. Bandung: Alfabeta.

Sashi, C. M. (2012). Customer Engagement, Buyer-Seller Relationships, and Social Media. Journal of Management History Management Decision. 50(2), 253 – 272.

Schiffman, L. G. & Kanuk, L. L. (2004). Consumer Behavior. New Jersey: Prentice Hall.

Strauss, J. & Frost, R. (2012). E-Marketing. New Jersey: Pearson Education.

Tabroni, R. (2012). Komunikasi Politik Pada Era Multimedia. Bandung: Simbiosa Rekatama Media.

Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer Engagement: Exploring Customer Relationship Beyond Purchase. Journal of Marketing Theory and Practice. 20(2), 127 – 145.

Downloads

Published

2016-05-31
Abstract 8258  .
PDF downloaded 4485  .