The Impact of Social Media Marketing on Purchase Intention and Brand Loyalty in the E-Commerce Industry

The e-commerce industry is one of the leading industries in Indonesia. With the growth of social media users every year, marketers see this opportunity as a way to market their products or services with the aim of increasing consumer purchase intention, which in turn makes consumers loyal to the brand. The purpose of this study is to determine the effect of social media marketing on purchase intention and brand loyalty in the e-commerce industry. The data were collected by distributing a questionnaire to 407 customers with purposive sampling. Research method used is PLS-SEM where the data were processed using SmartPLS ver. 3.3.2. The results of this study has shown that social media marketing has a positive and significant effect on purchase intention and brand loyalty in the e-commerce industry. Hence, it is highly suggested that e-commerce industry must increase their social media marketing to boost up their consumers' purchase intention and brand loyalty towards the brand