ANALISIS PENGARUH MEDIA SOSIAL MARKETING TERHADAP CUSTOMER ENGAGEMENT PADA PRODUK EIGER

Eiger purwokerto shop is a place that sells Eiger brand products such as shoes, sandals, bags, wallets and others. In the promotion process this store also uses social media for promotions such as using Facebook and Instagram. In addition to promoting social media, it is also used to communicate with customers to foster mutual trust. However, the eiger brand product for the engagement level is low, it can be seen at the Talking About This level. The purpose of this study is to determine how much influence social media marketing has on customer engagement, knowing how much influence social media marketing has on brand loyalty and to find out how much influence customer engagement has on brand eiger product loyalty. Data collection methods used were interviews, questionnaires and literature study. The variables used are social media marketing, customer management and brand loyalty. The population is customers who follow or like the eiger product facebook fanpage as many as 5,318 people. Samples were obtained using the Slovin formula with a confidence level of 0.01 or 90%, then obtained a respondent number of at least 99 people. The results of the validity test of each variable are declared valid, the reliability test on the social media marketing and brand loyalty variables is quite strong while the customer management variable is strong. T test results showed H1 was accepted while H2 and H3 were rejected.