ISSN: 2225-8329
Open access
The purpose of this research is to examine the effect of social media marketing activities which include interactivity, informativeness, and trendiness on customer engagement. Testing the effect of customer engagement on brand loyalty on X's Instagram account. The population of this study is followers of the Instagram “X” account. The sample of this research is 107 respondents who follow Instagram “X” accounts and have interacted at least three times with Instagram “X” accounts. The sample selection used a non-probability method with a purposive sampling technique. The data collection technique was carried out by distributing questionnaires through google forms. Data analysis using the Partial Least Square-Structural Equation Modeling (PLS-SEM) technique was processed using the SmartPLS 4 program. The results of the data analysis showed that social media marketing activities which included interactivity, informativeness, and trendiness had a positive and significant influence on customer engagement. Customer engagement has a positive and significant influence on brand loyalty. The results of the research are expected to be a consideration for the “X” Instagram account to increase social media marketing activities which include interactivity, informativeness, and trendiness because this can affect customer engagement. “X” Instagram accounts may also consider increasing customer engagement as it can influence brand loyalty
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In-Text Citation: (Susanti & Rodhiah, 2023)
To Cite this Article: Susanti, F., & Rodhiah. (2023). Customer Loyalty To “X” Brand Instagram Accounts. International Journal of Academic Research in Accounting Finance and Management Sciences, 13(1), 629–638.
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