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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Main Authors: Brian Garda Muchardie, Nabila Hanindya Yudiana, Annetta Gunawan
Format: Article
Language:English
Published: Bina Nusantara University 2016-05-01
Series:Binus Business Review
Subjects:
Online Access:https://journal.binus.ac.id/index.php/BBR/article/view/1458
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spelling 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
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AT nabilahanindyayudiana effectofsocialmediamarketingoncustomerengagementanditsimpactonbrandloyaltyincaringcolourscosmeticsmarthatilaar
AT annettagunawan effectofsocialmediamarketingoncustomerengagementanditsimpactonbrandloyaltyincaringcolourscosmeticsmarthatilaar
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