Dampak Influencer Marketing dan Persepsi Konsumen terhadap Loyalitas Merek melalui Customer Engagement di Produk Maybelline di Bali via TikTok Shop

Abstract

Digital transformation has changed how customers interact with brands, especially in the cosmetics sector. Influencer marketing is crucial to boosting client loyalty and improving brand image. This study tries to look into the impact of an influencer marketing and brand perception on customer loyalty of Maybelline products in Bali, with client interaction serving as a mediating variable through the TikTok Shop platform. A numerical method was utilized a survey approach distributed to 112 respondents who had purchased Maybelline products in Bali. The data was analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The outcomea disclose that influencer Brand image and marketing have a favorable and noteworthy influence on the client engagement and consumer loyalty, while customer engagement significantly mediates both relationships. These findings emphasize that consumer engagement is essential to increasing the efficacy of digital marketing strategies and fostering brand loyalty in the increasingly competitive cosmetic industry. This research helps theoretically to the evolution of digital marketing books and provides practical insights for companies to strengthen collaborations with credible influencers and create authentic brand experiences.