The Impact of Social Media Marketing on Brand Loyalty among Generation Z: The Mediating Role of Brand Experience, Brand Love, and Brand Trust

This study aims to analyze the influence of Social Media Marketing (SMM) on brand loyalty, considering brand experience, brand love, and brand trust as mediating variables in the local fashion industry in Malang City. Using a quantitative approach with the purposive sampling method, this study involved 144 respondents from Generation Z who are active social media users and have purchased local fashion products. The results indicate that SMM has a significant direct impact on brand loyalty and an indirect effect through brand experience, brand love, and brand trust as mediators. These findings confirm that effective SMM strategies enhance the brand experience, foster emotional attachment through brand love, and strengthen customer trust, which collectively contribute to increased brand loyalty. Therefore, local fashion brands in Malang City should optimize engaging, interactive, and community-based content, while maintaining transparency to enhance competitiveness and strengthen customer loyalty in the digital era.