The Effect of Social Media Marketing Activities of Skin Care Brand Image on Customer Loyalty

Abstract

The presence of digital platforms is used as a means of communication, advertising, promotion, and lifestyle demonstration to maintain the existence and business operations of a brand by adopting online technology and social media marketing activities (SMMA). Globally and nationally, skin care product are rapidly expanding, but empirical studies on SMMAs in relation to skin care in Indonesia have remained scarce. This study aims to examine and analyze the effect of the five components of social media marketing activity (SMMA) on customer loyalty to the Something brand. This study was conducted using quantitative methods and processed with PLS-SEM applications (smartPLS3) to test the proposed hypotheses. This research was conducted in Indonesia by distributing online questionnaires through Google forms between January and February 2023. Respondents are Instagram users who know the Somethinc brand with a total of 220 respondents. There are differences in the results of research on the components of social media marketing activities (SMMA) including entertainment, trendiness, and customization have a significant and positive effect on brand image. Therefore, interactivity and electronic-word of mouth do not show positive and insignificant results on brand image. Other test results show that brand image has a significant and positive effect on customer loyalty. The results of this study contribute practical implications for company managers to create alternative solutions in digital marketing strategies by creating a positive image of the company and building long-term relationships with consumers.