MERAIH KESETIAAN PELANGGAN: ANALISIS STRATEGI SOCIAL MEDIA MARKETING TERHADAP LOYALITAS MEREK ERIGO

This study aims to evaluate the impact of social media marketing strategies on the level of brand loyalty among Erigo customers. The independent variables examined include advantageous campaigns, relevant content, frequent content updates, popular content, and various platforms and applications on the Erigo social media platform. The research population involves customers who have become followers of one of Erigo's social media accounts and have conducted transactions more than once. By applying purposive sampling methods, 106 respondents were selectively chosen to participate in this study. The collected data were then analyzed using multiple linear regression. The findings of this research indicate that both Advantageous Campaign and Popular Content have a significant impact on brand loyalty. Conversely, Relevant Content, Frequently Updates Its Contents, and Various Platform and Application do not have a significant influence on brand loyalty.