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description Journal article public Binus Business Review

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

Brian Garda Muchardie, Nabila Hanindya Yudiana, Annetta Gunawan
Published 2016

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.

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  • visibility 355 views
  • get_app 1935 downloads