PENGARUH PEMASARAN MEDIA SOSIAL TERHADAP LOYALITAS MEREK MELALUI KONEKSI MEREK DIRI, EKUITAS MEREK, DAN KEPERCAYAAN MEREK

This study investigates the effect of Social Media Marketing Activities (SMMA) on Brand Loyalty through the mediating roles of Self-Brand Connection, Brand Equity, and Brand Trust. In the digital era, social media has transformed into a vital tool for brand interaction, enabling companies to build deeper relationships with consumers. Using a quantitative approach, the research distributed online questionnaires to 137 active social media users in Indonesia. The data were analyzed using Covariance-Based Structural Equation Modeling (CB-SEM) with the help of AMOS software. The findings show that SMMA significantly influences Self-Brand Connection, Brand Equity, and Brand Trust, which subsequently have a significant impact on Brand Loyalty. The results further reveal multiple pathways leading to high brand loyalty, emphasizing that loyalty emerges not from a single dominant factor but from a combination of psychological and strategic marketing elements. This research contributes to the understanding of digital consumer behavior and provides practical implications for marketers to design effective social media strategies aimed at fostering brand loyalty.