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All Journal JURNAL FARMASI DAN ILMU KEFARMASIAN INDONESIA MAHESA : Malahayati Health Student Journal Jurnal Penelitian Keperawatan Kontemporer (JPKK) Jurnal Ilmiah Kesehatan Masyarakat Jurnal Farmasi Klinik dan Sains Journal of Pharmaceutical and Sciences. Jurnal Manajemen dan Pemasaran Digital Journal of International Multidisciplinary Research Jurnal Pengabdian Masyarakat Mandira Cendikia (JPKM-MC) Jurnal Lentera Farma Jurnal Mitra Pengabdian Farmasi
Dian Parwati
Universitas Sam Ratulangi
Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Environmental Science Health Professions Immunology & microbiology Languange, Linguistic, Communication & Media Materials Science & Nanotechnology Medicine & Pharmacology Nursing Public Health Social Sciences Veterinary Other

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The Effect of Social Media Engagement on Brand Loyalty in the Digital Economy Antonius Ary Setyawan; Wahyudin Rahman; Eko Wahyu Widayat; Imam Jayanto; Dian Parwati
Jurnal Manajemen dan Pemasaran Digital Vol. 4 No. 2 (2026): Jurnal Manajemen dan Pemasaran Digital (April - Juni 2026)
Publisher : Siber Nusantara Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jmpd.v4i2.640

Abstract

This study aims to analyze the effect of social media engagement on brand loyalty in the digital economy through a literature review approach. The rapid development of digital technology and social media platforms has significantly transformed consumer behavior and business communication patterns. Social media has become an essential strategic tool for organizations to establish relationships with customers and strengthen their market position. Therefore, understanding the relationship between social media engagement and brand loyalty has become increasingly important in the current digital environment. This study employed a literature review method by collecting and analyzing relevant studies published between 2015 and 2025 from academic databases and reputable journals. The analysis process involved identifying, evaluating, and synthesizing previous research findings related to social media engagement and brand loyalty. The findings indicate that social media engagement positively influences brand loyalty through emotional attachment, customer participation, and interactive communication processes. In addition, variables such as brand trust, customer experience, content quality, and online community participation strengthen the relationship between social media engagement and loyalty. The study concludes that effective social media engagement strategies contribute significantly to maintaining long-term customer relationships and enhancing sustainable competitive advantages in the digital economy.
Co-Authors Antonius Ary Setyawan Astuti, Ni Nyoman Sri Widya Chandra, Salsabila Stefani Eko Wahyu Widayat Elia Azani Fridly Manawan Gesnita Nugraheni Imam Jayanto Izzat Maulidi Zain Jayanto, Imam Juliana Libriansyah Mait, Mutiara G Meilani Jayanti Mila Febrina Rindayani Patty, Yohana Febriani Putri Peu Siti Solihah Teguh Setiawan Wibowo Tumigolung, Denada Naomi Ulfatul Jennah Wahyudin Rahman Yohana Febriani Putri Peu Patty Yunita Nita Zulfa Noraini