The Influence of Social Media Marketing Instagram and Brand Engagement on Brand Loyalty at Oentukmu Artisan Cake Malang City

This study analyzes the influence of Social Media Marketing Instagram and brand engagement on brand loyalty at Oentukmu Artisan Cake Malang City. A quantitative approach was used with data collected from 96 respondents through an offline questionnaire using purposive sampling. Data were analyzed using multiple linear regression and hypothesis testing. Descriptive results show that respondents generally agree or strongly agree with the statements proposed. The classical assumption test shows that the data meets the requirements of normality, multicollinearity, and heteroscedasticity. The coefficient of determination (R²) of 0.821 indicates that 82,1% of the variation in brand loyalty can be explained by the independent variables, while 17,9% is influenced by other factors. The t-test shows that social media marketing on (t = 4.557 sig. 0.000) and brand engagement (t = 4.679, sig. 0.000) have a significant effect partially. The F test shows a significant effect simultaneously (F = 96.344, sig. 0.000). This study concludes that there is an influence between social media marketing and brand engagement on brand loyalty at Oentukmu Artisan Cake Malang City. Therefore, it is recommended that Oentukmu Artisan Cake needs to improve interaction and good communication and create more interactive content.