The Role of Social Media Marketing Activity, Brand Love and Brand Personality toward Brand Loyalty: The Triangular of Love Approach

Abstract

The role of Generation Z in various aspects of life has become a significant focus of attention Gen Z has the ability to think globally due to their frequent use of social media. With the large number of Instagram users in Indonesia, Instagram aims to achieve a high adoption rate for advertising each year. Brands are perceived as an emotional connection between consumers and products, where this level of attachment is defined as brand loyalty. The tendency of Gen Z towards brand loyalty is relatively low, allowing them to switch brands Therefore, this study examines consumer emotional perspectives, particularly in terms of love and social media activities, to enhance loyalty. Sternberg in 1986 stated that The Triangular Theory of Love represents the nature of the relationship between consumers and an object (such as a brand). Then, in 2009, Barefoot & Szabo defined social media marketing as activities conducted through social media to introduce a company and its products. The data was collected from 223 Instagram users within the Gen Z age group in six major cities on the island of Java in Indonesia. The sampling technique used was non- probability sampling with purposive sampling method, and it was analyzed using Structural Equation Modeling (SEM) based on Partial Least Square (PLS) through the SmartPLS 4.0 application.