A Customer Engagement Model for Enhancing Brand Loyalty and Repurchase Intention Among Skincare Consumers Through Social Media Marketing Activities, E-Service Quality, and E-WOM

Abstract

This study investigates the effects of social media marketing activities (SMMA), e-service quality, and electronic word of mouth (e-WOM) on customer engagement and examines their subsequent influence on brand loyalty and repurchase intention among skincare consumers using TikTok in Jakarta, Indonesia. A quantitative approach was employed by collecting data from 400 respondents through purposive sampling. The data were analyzed using Structural Equation Modeling (SEM) with AMOS. The findings indicate that e-service quality and e-WOM have significant positive effects on customer engagement, whereas SMMA does not significantly influence customer engagement. Furthermore, customer engagement positively affects brand loyalty, which in turn significantly enhances repurchase intention. Among the antecedent variables, e-service quality emerges as the strongest predictor of customer engagement. These findings suggest that skincare companies should prioritize improving digital service quality and encouraging positive electronic word of mouth to strengthen customer engagement, foster brand loyalty, and increase customers' intention to repurchase products through TikTok.