Pengaruh Social Media Marketing dan Live Streaming Engagement terhadap Loyalitas Pelanggan melalui Brand Engagement Sebagai Variabel Mediasi pada Konsumen Produk UMKM Lokal di Kabupaten Dompu
Keywords:
Social Media Marketing, Live Streaming Engagement, Brand Engagement, Customer Loyalty, MSMEsAbstract
This study aims to analyze the influence of Social Media Marketing and Live Streaming Engagement on Customer Loyalty with Brand Engagement as a mediating variable among local MSME consumers. This study employed a quantitative approach using an associative research design. The population consisted of consumers of local MSME products who had participated in live streaming activities, with a total sample of 100 respondents selected using purposive sampling. Data were collected through questionnaires and analyzed using validity testing, reliability testing, classical assumption testing, multiple linear regression, simple linear regression, and mediation analysis (Sobel Test) with the assistance of IBM SPSS Statistics version 26. The results indicate that Social Media Marketing and Live Streaming Engagement have a positive and significant effect on Brand Engagement, with significance values of 0.000 (p < 0.05). Furthermore, Brand Engagement has a positive and significant effect on Customer Loyalty, with a t-value of 11.378 and a significance level of 0.000 (p < 0.05). The mediation analysis also confirms that Brand Engagement significantly mediates the effects of Social Media Marketing and Live Streaming Engagement on Customer Loyalty. These findings suggest that optimizing social media marketing activities and enhancing customer interaction during live streaming can strengthen brand engagement, thereby increasing customer loyalty.
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