The study aims to analyze the influence of brand interactivity and brand
involvement towards social media customer brand engagement while considering
brand trust as a mediating factor of social media customer brand engagement
influences brand loyalty of Somethinc Instagram page. The research was conducted
through online questionnaire using a 5-point Likert Scale and collected 233
respondents. The data analysis was performed using SmartPLS 3 with a partial least
squares structural equation modeling (PLS-SEM). The study's findings show that
brand interactivity and involvement positively influence social media brand
engagement. Brand interactivity positively influence brand trust. Social media
customer brand engagement positively influence brand trust but does not influence
brand loyalty. Furthermore, brand trust positively influences brand loyalty and is
the mediator variable between social media brand engagement and brand loyalty.