<![CDATA[THE INFLUENCE OF INFLUENCER MARKETING AND CUSTOMER ENGAGEMENT ON THE TIKTOK PLATFORM ON BRAND LOYALTY OF SCARLETT PRODUCTS AMONG FEMALE GEN Z IN SOUTH JAKARTA This study aims to analyze the influence of influencer marketing and customer engagement on the TikTok platform on brand loyalty toward Scarlett products among Gen Z female consumers in South Jakarta. The research applies a quantitative method with an explanatory approach. The sampling technique uses purposive sampling with a total of 100 female respondents from Gen Z who live in South Jakarta and have purchased Scarlett products. Data were collected through a questionnaire using a Likert scale. The analysis includes validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, coefficient of determination, as well as t-test and F-test. The results show that influencer marketing has a positive and significant effect on brand loyalty. Customer engagement also has a positive and significant effect on brand loyalty. In addition, influencer marketing and customer engagement simultaneously have a significant effect on brand loyalty toward Scarlett products among Gen Z female consumers in South Jakarta. This study concludes that effective influencer marketing strategies and high customer engagement can increase brand loyalty among Gen Z female consumers in South Jakarta toward Scarlett products.]]>
