Interaction through Online Customer Engagement in Social Media Marketing on Increasing Brand Loyalty

Direct message is an Instagram feature that allows customers to communicate more intimately with companies. Direct Messages are a feature of Instagram that customers can access to interact more closely with brands. By using the principle of micro interaction in one of the features on Instagram, it is possible to increase brand loyalty through customer interaction. As a social media marketing tool, Instagram is the right strategic platform for businesses, including beauty businesses, which allows for in-depth interaction with consumers regarding the products and services offered by beauty clinics. The aims of this research is to determine the brand loyalty of a beauty clinic account which is measured using social marketing activities through online consumer engagement. The research method used a causality-associative approach. An explanative survey by questionnaire distributed to 400 respondents chosen using purposive sampling was conducted. This research used path analysis and the result of this research concluded that all variables correlated positively and strongly with amount of correlation coefficient 0.852 and
$72.6{{\% }}$
simultaneous effect
$({{R}^2})$
. Therefore, the relationships among variables are positive, and that all intensely correlate to each other very intensely. The overall results conclude that brand loyalty will increase significantly by optimizing social media marketing activities efficiently and integrating them with active customer engagement via social media, especially Instagram.