<![CDATA[Background: The rapid development of digital technology and social media has transformed consumer behavior and intensified marketing competition, particularly among Generation Z as digital natives who tend to be selective in building brand loyalty. Although numerous studies have examined social media strategies, brand engagement, and customer loyalty, research that integrates these three variables within a comprehensive framework remains limited. Objective: This study aims to analyze the influence of social media strategies on customer loyalty by positioning brand engagement as a key variable in the context of Generation Z. Method: This study employs a quantitative approach using a survey method involving 200 Generation Z respondents who are active social media users, selected through convenience sampling. Data were collected using a Likert-scale questionnaire and analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). Results: The findings indicate that social media strategies have a positive and significant effect on brand engagement and customer loyalty. In addition, brand engagement significantly influences customer loyalty and acts as a mediating variable that strengthens the relationship between social media strategies and customer loyalty. These findings suggest that the success of digital marketing is not solely determined by the intensity of promotion, but also by the company’s ability to create meaningful customer engagement to build long-term loyalty.]]>
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