The Effect of Social Media Marketing Activities, Brand Image, Customer Satisfaction on Shopee Customer Loyalty in Surabaya City

The use of information technology, especially social media, is currently highly developed in business field. The company conducts marketing activities on social media to attract customers and improve marketing performance. This research aims to examine the effect of social media marketing activities on brand image, brand image on customer satisfaction, customer satisfaction on customer loyalty, and brand image on shopee customer loyalty in Indonesia. This study was designed with a qualitative approach in the form of a theoretical review of the literature reviewing related research. The basic concepts underlined by this research are social media marketing activities, brand image, customer satisfaction, and customer loyalty and the interrelationships of these variables. Based on this study, there are several propositions formulated: (1) Social media marketing activities affect brand image, (2) brand image affect customer satisfaction, (3) customer satisfaction affect customer loyalty, (4) brand image affect customer loyalty. The implication of this research is expected to be the basis for further empirical research that examine a developed proposition because it can be use for enriching social media studies in marketing contexts and for companies in developing social medi