Effect of Social Media Marketing on Customer Engagement and its Impact on Brand Loyalty in Caring Colours Cosmetics, Martha Tilaar
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 stu...
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2016-05-01
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doaj-d44bbf648cf6408d922ae00839eb55782020-11-25T00:11:18ZengBina Nusantara UniversityBinus Business Review2087-12282476-90532016-05-0171838710.21512/bbr.v7i1.14581303Effect of Social Media Marketing on Customer Engagement and its Impact on Brand Loyalty in Caring Colours Cosmetics, Martha TilaarBrian Garda Muchardie0Nabila Hanindya Yudiana1Annetta Gunawan2Bina Nusantara UniversityBina Nusantara UniversityBina Nusantara UniversityThe 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.https://journal.binus.ac.id/index.php/BBR/article/view/1458social media marketing, customer engagement, brand loyalty |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Brian Garda Muchardie Nabila Hanindya Yudiana Annetta Gunawan |
spellingShingle |
Brian Garda Muchardie Nabila Hanindya Yudiana Annetta Gunawan Effect of Social Media Marketing on Customer Engagement and its Impact on Brand Loyalty in Caring Colours Cosmetics, Martha Tilaar Binus Business Review social media marketing, customer engagement, brand loyalty |
author_facet |
Brian Garda Muchardie Nabila Hanindya Yudiana Annetta Gunawan |
author_sort |
Brian Garda Muchardie |
title |
Effect of Social Media Marketing on Customer Engagement and its Impact on Brand Loyalty in Caring Colours Cosmetics, Martha Tilaar |
title_short |
Effect of Social Media Marketing on Customer Engagement and its Impact on Brand Loyalty in Caring Colours Cosmetics, Martha Tilaar |
title_full |
Effect of Social Media Marketing on Customer Engagement and its Impact on Brand Loyalty in Caring Colours Cosmetics, Martha Tilaar |
title_fullStr |
Effect of Social Media Marketing on Customer Engagement and its Impact on Brand Loyalty in Caring Colours Cosmetics, Martha Tilaar |
title_full_unstemmed |
Effect of Social Media Marketing on Customer Engagement and its Impact on Brand Loyalty in Caring Colours Cosmetics, Martha Tilaar |
title_sort |
effect of social media marketing on customer engagement and its impact on brand loyalty in caring colours cosmetics, martha tilaar |
publisher |
Bina Nusantara University |
series |
Binus Business Review |
issn |
2087-1228 2476-9053 |
publishDate |
2016-05-01 |
description |
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. |
topic |
social media marketing, customer engagement, brand loyalty |
url |
https://journal.binus.ac.id/index.php/BBR/article/view/1458 |
work_keys_str_mv |
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