JEFMS Journal

ABSTRACT:

This research aims to analyse The influence of social media marketing and brand image on customer engagement at Janji Jiwa Coffee in the city of Padang with brand love as a mediating variable. The type of research used in this research is explanatory research, with the research method being an explanatory survey which prioritizes quantitative methods. The sample 175 consumers who consumed food or beverage products sold by Janji Jiwa Coffee in the city of Padang. Purposive sampling technique. The data analysis method uses Structural Equation Modeling - Partial Least Square (SEM-PLS). The research results show that social media marketing has a significant effect on brand image, social media marketing has no significant effect on brand love, social media marketing does not have a significant effect on customer engagement. Then brand image significant influence on brand love, brand image has a significant effect on customer engagement. Next brand lovehas a significant effect on customer engagement. Apart from that, social media marketing has a significant effect on customer engagement which is mediated by brand image And brand love. Then brand image has a significant effect on customer engagement which is mediated by brand love.

KEYWORDS:

Social Media Marketing, Brand Image, Brand Love, Customer Engagement

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