THE INFLUENCE OF SOCIAL MEDIA MARKETING ACTIVITY ON BRAND LOYALTY THROUGH CUSTOMER ENGAGEMENT IN 4-STAR ACCOR HOTEL TANGERANG

Abstract

Social media platforms are now integrated into marketing strategies. This new technology creates a new mechanism and communication tool on which businesses can rely to interact and engage with current and potential customers. This study's goal is to investigate the effect of social media marketing (SMM) activities on brand loyalty via customer engagement. Data was collected and analyzed using structure equation modeling based on an online survey of 229 users who follow 4-star Accor hotels on the existing Instagram platform including member of the Accor 4-star hotel in Tangerang. According to the study's findings, Purposive sampling was used in the research. Data, Analysis in this research using the analysis technic model used structural equation model (SEM) with the smart PLS program. According to the finding of the study the Social Media activity has a positive and significant influence oc Brand Loyalty through customer engagement as intervening variable. This study also demonstrate that Customer Engagement have a positive relastionship and significant effect on Brand Loyalty.