The Effect of Social Media Marketing Activity, Relationship Equity, and Customer Loyalty: Studies on Consumers Using Indonesian Beauty Products, Somethinc

Aims: The purpose of this study was to analyze the factors that influence SMMA such as Entertainment, Interactivity, Trendy, Customization, and E-WoM on Relationship Equity and Customer Loyalty on the @somethincofficial Instagram account.

Study Design: This study employs a quantitative approach.

Place and Duration of Study: This study was conducted in Indonesia between January and February 2023.

Methodology: The methodology used in this study uses a quantitative approach with a purposive sampling technique. The criteria for respondents in this study were active users of Instagram social media aged 21 years and over and who had previously purchased Somethinc products. The number of respondents taken in this study was 262 respondents. Data processing uses the PLS-SEM method. The variables used in this research are Entertainment, Interactivity, Trendy, Customization, E-WoM, Relationship Equity, and Customer Loyalty.

Results: The results of this study indicate that entertainment has no positive effect on relationship equity. Interactivity has a positive effect on Relationship Equity. Trendy has a positive effect on Relationship Equity. Customization has no positive effect on Relationship Equity. E-WoM has a positive effect on Relationship Equity. While Relationship Equity has a positive effect on Customer Loyalty. The results of this research are expected to help related companies in developing strong relationships with customers based on the brand's social media activity.