Build Customer Brand Loyalty from Customer Engagement and Social Media Marketing

Abstract

This study aims to analyze social media marketing, electronic word of mouth, and consumer attachment to brand loyalty in Gojek Indonesia. The research design used is quantitative research with a causal approach that examines the effect of exogenous variables (social media marketing, and consumer Engagement) on endogenous variables (brand loyalty). The population in this study were consumers of social media followers (Instagram) Gojek with an infinite number, therefore sampling was carried out using purposive sampling with the consideration of respondents as followers of Instagram gojek with a minimum period of following is 6 months and has given "likes" to the gojek Instagram posts. The sample used in this study were consumers of online transportation companies (gojek) as many as 300 respondents. This research analysis tool uses a structural equation model (SEM). The results showed that the exogenous variables (social media marketing, and consumer engagement) positively and significantly affect endogenous variables (brand loyalty). The variable that has the highest value in influencing brand loyalty is social media marketing.