The Influence of Social Media Marketing, Brand Authenticity, and Personalization Capability on Digital Brand Loyalty of E-Commerce Users
DOI:
https://doi.org/10.38035/gijtm.v4i2.1244Keywords:
Social Media Marketing, Brand Authenticity, Personalization Capability, Digital Brand LoyaltyAbstract
This research aims to examine the impact of Social Media Marketing, Brand Authenticity and Personalization Capability on Digital Brand Loyalty of e-commerce customers. The research was quantitative in nature employing survey technique to the consumers of e-commerce platforms as respondents. The sampling technique used is purposive sampling. The data were collected by disseminating the online questionnaire through Google Forms. Multiple linear regression was used for data analysis after checking the validity and reliability of all study tools. The results of the study indicate that Social Media Marketing, Brand Authenticity and Personalization Capability have a positive and significant effect on Digital Brand Loyalty both partially and simultaneously. The value of the coefficient of determination indicates that the three independent variables can explain Digital Brand Loyalty. Of the three factors, Personalization Capability is the most significant factor affecting digital brand loyalty. The study findings show that the company’s ability to build communication through social media, create an authentic brand, and provide a personalized shopping experience are important strategies in increasing customer loyalty on e-commerce platforms.
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Copyright (c) 2026 Bekti Setiadi, Yuliani Istiqomah, Anastasia D'Ornay, Hendra, Riesna Apramilda, Andriya Risdwiyanto
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