PENGARUH SOCIAL MEDIA MARKETINGDAN BRAND AWARENESSTERHADAP LOYALITAS PELANGGAN PADA SINAR BINTANG BOUTIQUE

Customer loyalty is the customer’s commitment to consistenly repeat order a product or service chosen in the future. The strategy used to position in the minds of potential consumers that the product or service offered is superior to competitors is by carrying out digital marketing through social media marketing. Through social media marketing, consumers become aware of the existence of a product brand so that it can influence consumers' ability to remember a brand or brand awareness. The purpose of this study was to determine theeffect of social media marketing and brand awareness on customer loyalty. The population in this study is a customer of Sinar Bintang Boutique. the sampling technique used in this study is purposive samplings, that is, customers over the age of 17 who have already made purchases and have followed the Instagram account of Sinar Bintang Boutiqueso they obtained 80 people as a sample in this research. Data collection is done through documentation, interviews, and questionnaires. The data analysis techniques used in this study are instrumenttesting, classical assumption testing, and hypothesistesting using the SPSS version 29 program. Based on the result, there is a positive and significant influence of social mediamarketing on customer loyalty. There is positive influence and significant effect of brand awareness on customer loyalty. There are positive and significantinfluence of social media marketingand brand awareness on customer loyalty.