Pengaruh Customer Engagement di Media Sosial Instagram Terhadap Brand Loyalty Pada Produk Sempor

Abstract

This study aims to analyze the effect of Customer Engagement on Instagram social media on Brand Loyalty toward Sempor products. This research employed a quantitative approach with a causal associative research design. The population consisted of Sempor consumers who purchased products during the period from April to June 2026, with a total population of 1,000 consumers. A sample of 100 respondents was selected using purposive sampling based on the criteria of having viewed or interacted with SEMPOR’s Instagram content and having purchased Sempor products. Data were collected through a questionnaire using a Likert scale and analyzed using SPSS. The results indicate that   partial t-test produced a value of 20.052 with a significance level of 0.000 < 0.05, indicating that Customer Engagement has a positive and significant effect on Brand Loyalty. These findings highlight the importance of optimizing consumer interaction through Instagram to strengthen and maintain Sempor consumer loyalty.

Keywords: customer engagement, brand loyalty, instagram, social media