The Role of Social Media Marketing and Customer Experience in Enhancing Customer Loyalty: A Case Study of MS Glow

Abstract

This study analyzes the influence of Social Media Marketing (SMM) and Customer Experience (CE) on Customer Loyalty (CL), with Customer Satisfaction (CS) as a mediating variable at MS Glow Garut. The findings reveal that SMM does not directly affect CL but has a significant impact on CS, which subsequently enhances customer loyalty. This confirms that effective social media marketing can improve customer satisfaction, ultimately strengthening loyalty. Conversely, CE has a direct impact on CL, indicating that positive customer experiences, such as personalized services and seamless transactions, play a crucial role in fostering loyalty. However, the effect of CE on CL is also partially mediated by CS, suggesting that customer satisfaction is a key factor in maintaining long-term loyalty. The implications of this study suggest that an effective marketing strategy in the beauty industry should combine interactive social media marketing with superior customer experiences. Brands need to develop community-driven engagement programs, customer education initiatives, and proactive post-purchase