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.
Dimensions

Plum Analytics

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

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Published

2016-05-31
Abstract 13289  .
PDF downloaded 7703  .