The influence of social media marketing activities on brand loyalty with brand image as a mediation variable in emina cosmetics

Abstract

This research aims to test "The Influence of Social Media Marketing on Brand Loyalty with Brand Image as a Mediating Variable in Emina Cosmetics". The population of this research is the people of Padang City who have used Emina cosmetics. This research sample was taken using a purposive sampling technique. The number of respondents in this study was 110 respondents. The data collection technique for this research is using a questionnaire with data analysis, namely using Structural Equation Model (SEM) analysis using SmartPLS 4. The results of the research are (1) There is a positive and significant influence of Social Media Marketing on Brand Loyalty, (2) Social Media Marketing has a positive and significant influence on Brand Image at Emina cosmetics, (3) There is a positive and significant influence between Brand Image and Brand Loyalty, (4) Social Media Marketing has a positive and significant influence on Brand Loyalty through Brand Image as a mediating variable.