<![CDATA[This study examines the determinants of brand loyalty, including community engagement, commitment, trust, satisfaction, brand affection, and social media marketing activities. The study focuses on Generation Z respondents who have purchased the same cosmetic brand at least three times. The novelty of this study lies in the integration of two previous research models into a single comprehensive conceptual model. This study simultaneously tests the influence of social media marketing activities on community engagement, commitment, trust, satisfaction, brand affection, and brand loyalty. This study employs a quantitative approach, with data collected via a questionnaire administered to 200 Generation Z consumers who have purchased cosmetic products from the same brand at least three times. Structural Equation Modeling (SEM) was used to analyze the relationships among the variables or phenomena under investigation. The results of this study indicate that community engagement and satisfaction do not have a significant effect on brand loyalty. Conversely, commitment, trust, and brand affection have a positive effect on brand loyalty. Additionally, social media marketing activities have a positive effect on community engagement, commitment, trust, satisfaction, and brand affection. This study is limited to Generation Z consumers, so the results cannot yet be widely generalized. The implications of this study can serve as a basis for companies to develop and optimize social media marketing activities as a marketing strategy to increase brand loyalty.]]>
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