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Effect of Social Media Marketing on Customer Engagement and its Impact on Brand Loyalty in Caring Colours Cosmetics, Martha Tilaar
Binus Business Review
View Archive Info| Field | Value | |
| Title |
Effect of Social Media Marketing on Customer Engagement and its Impact on Brand Loyalty in Caring Colours Cosmetics, Martha Tilaar
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| Creator |
Muchardie, Brian Garda
Yudiana, Nabila Hanindya Gunawan, Annetta |
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| Subject |
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social media marketing, customer engagement, brand loyalty — |
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| 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.
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| Publisher |
Bina Nusantara University
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| Contributor |
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| Date |
2016-05-31
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| Type |
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion Peer-reviewed Article — |
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| Format |
application/pdf
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| Identifier |
http://journal.binus.ac.id/index.php/BBR/article/view/1458
10.21512/bbr.v7i1.1458 |
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| Source |
Binus Business Review; Vol 7, No 1 (2016): Binus Business Review; 83-87
2476-9053 2087-1228 |
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| Language |
eng
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| Relation |
http://journal.binus.ac.id/index.php/BBR/article/view/1458/1314
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