BRAND IMAGE AND INDONESIAN ECOMMERCE CONSUMER LOYALTY : HOW THE ROLE OF SOCIAL MEDIA MARKETING?

Abstract

The purpose of this study is to analyze the effect of social media marketing on brand image, e-commerce customer loyalty in Indonesia. The approach used in this study uses quantitative methods through surveys. This study used a sample of 450 respondents. This study uses an online questionnaire through Google form. The distribution of the questionnaires was carried out by posting on social media groups and direct messages to respondents in accordance with the research requirements. Data analysis of this research, using SEM model using SmartPLS 3.0 software. Based on data analysis, it can be concluded that Social media marketing has a significant effect on e-commerce consumer brand image, Brand image has a significant effect on e-commerce consumer loyalty and Social media marketing has a significant effect on e-commerce consumer loyalty.