The impact of social media marketing on brand loyalty among Gen Z

Ratyh Masitah

Ratyh Masitah politeknik negeri bengkalis

Keywords: Abstract This study explores the impact of social media marketing on brand loyalty among Generation Z in Indonesia. As active users of platforms such as TikTok and Instagram, Gen Z represents a key audience for digital marketing. Using a mixed-method approach, data were collected from 144 Gen Z respondents and 12 in-depth interviews. The results show that social media marketing significantly influences brand loyalty, both directly and through brand experience, brand love, and brand trust. Interactive, authentic, and influencer-based content effectively build emotional bonds and consumer trust. The study concludes that authenticity, creativity, and engagement are essential in shaping loyalty among Gen Z consumers. These findings provide valuable insights for marketers to develop more effective social media strategies to enhance long-term brand relationships.

Abstract

Abstract

This study explores the impact of social media marketing on brand loyalty among Generation Z in Indonesia. As active users of platforms such as TikTok and Instagram, Gen Z represents a key audience for digital marketing. Using a mixed-method approach, data were collected from 144 Gen Z respondents and 12 in-depth interviews. The results show that social media marketing significantly influences brand loyalty, both directly and through brand experience, brand love, and brand trust. Interactive, authentic, and influencer-based content effectively build emotional bonds and consumer trust. The study concludes that authenticity, creativity, and engagement are essential in shaping loyalty among Gen Z consumers. These findings provide valuable insights for marketers to develop more effective social media strategies to enhance long-term brand relationships.