The Influence of Social Media Marketing and Customer Engagement on Brand Loyalty

Purpose – This study aims to examine the effects of Social Media Marketing and Customer Engagement on Brand Loyalty among consumers of Gigeat Dimsum. Design/Methodology/Approach – The study employed a quantitative research design with an explanatory approach to analyse the relationships between Social Media Marketing, Customer Engagement, and Brand Loyalty. However, the abstract does not specify the sample size, sampling technique, data collection instrument, or statistical analysis method. Findings – The findings indicate that Social Media Marketing has a positive and significant effect on Brand Loyalty, as effective two-way communication through social media can strengthen consumers’ attachment to the brand. Customer Engagement also has a positive relationship with Brand Loyalty, suggesting that customers who feel actively involved with the brand tend to demonstrate stronger loyalty. Overall, both Social Media Marketing and Customer Engagement are important factors in strengthening consumer brand loyalty. Originality/Value – The study provides practical value by highlighting the importance of combining social media marketing strategies and customer engagement efforts to strengthen brand loyalty in the food and beverage business, particularly in the context of Gigeat Dimsum. The findings suggest that businesses should develop interactive social media communication and actively involve customers to maintain long-term loyalty.