SOCIAL MEDIA MARKETING DAN CUSTOMER ENGAGEMENT TERHADAP LOYALITAS MEREK PADA AKUN INSTAGRAN INFO PANDEGLANG

Abstract

Internet technology has changed people’s behavior and service providers from conventional to digital, especially in Indonesia, which is experiencing significant technological developments. This facility is called a social media service which plays a role in facilitating the process of conveying information to the public. The research pupose to determine the effect of social media marketing and customer engagement on brand loyalty on the instagram info pandeglang account. In this research, the population is people who are active user of social media accounts with a sample of 100 people.data collection by distributing questionnaires, this research was conducted by analyzing the relationship of variables with SEM PLS. The results of the analysis in this study are social media marketing has aneffect on brand loyalty, social media marketing has an effecton customer engagement and customer engagement has no effect on brand loyalty.