Rina Sari Qurniawati(1*), Indah Setiyo Rukmi(2), Yulfan Arif Nurohman(3)

(1) STIE AMA Salatiga
(2) STIE AMA Salatiga
(3) UIN Raden Mas Said Surakarta
(*) Corresponding Author


This research aims to examine and explain the role of Social Media Marketing and Brand Love on Brand Engagement in Self-Concept and brand loyalty. The number of samples in this study was 230 respondents who were generation Z users of Muslim fashion products in Central Java using a purposive sampling method. The analysis technique used is Path Analysis using SmartPLS version 3. The research results show that Social Media Marketing and Brand Love influence Brand engagement in self-concept and Brand Loyalty. Brand engagement in self-concept is not proven to have an effect on brand loyalty. Therefore, it is important for companies to run effective social media campaigns so that Generation Z loyalty can increase and company revenues can increase.


BESC; brand love; social media marketing; brand loyalty

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