EAS Publisher | Increasing Brand Loyalty through Customer Engagement and Brand Experience

Increasing Brand Loyalty through Customer Engagement and Brand Experience

DOI : https://doi.org/10.36349/easjebm.2021.v04i06.001

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This study aims to analyze the effect of social media marketing and brand experience on customer engagement, analyze the influence of social media marketing and brand experience on brand loyalty, analyze the effect of customer engagement on brand loyalty, and analyze the effect of social media marketing and brand experience on brand loyalty through customer engagement in star hotels in Malang. The sample in this study amounted to 110 samples. The analysis technique uses SEM. The results of the analysis show that social media marketing and brand experience affect customer engagement. Social media marketing and brand experience affect brand loyalty. Customer engagement affects brand loyalty. Social media marketing and brand experience affect brand loyalty through customer engagement at hotels.

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