The purpose of this research was to determine the influence of social media marketing against customer engagement
and its impact on brand loyalty. Methods applied is a quantitative method by distributing questionnaire to 100
customers. Data analysis was applied path analysis. The results of this study shows that social media marketing
has a positive and significant impact on customer engagement, on brand loyalty, and on customer engagement,
and its impact on brand loyalty where customer engagement has a greater influence on brand loyalty than social
media marketing.