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

Binus Business Review

Annetta Gunawan¹  Nabila Hanindya Yudiana¹  Brian Garda Muchardie¹ 

[1] Bina Nusantara University;

关键词: social media marketing, customer engagement, brand loyalty;   

DOI  :  10.21512/bbr.v7i1.1458

来源: DOAJ

【 摘 要 】

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.

【 授权许可】

Unknown