The Role of Social Media Marketing and Web Design in Increasing Brand Awareness and Its Impact on Customer Loyalty in E-Commerce

Abstract

This study aims to analyze the causal relationship between Web Design (DW) and Social Media Marketing (PMS) on Customer Loyalty (LP), by using Brand Awareness (BA) as a mediating variable. The data was analyzed using the Structural Equation Model (SEM). The results of the analysis showed very significant and specific findings. First, there is a perfect correlation (1.00) between Web Design and Social Media Marketing, indicating the integration of strong digital strategies. Second, Brand Awareness was found to have a very strong and dominant positive influence on Customer Loyalty (Path Coefficient = 1.02). Third, Web Design has proven to be the main driver of Brand Awareness with a positive path coefficient that is also very high (1.01). In contrast, the direct influence of Social Media Marketing on Brand Awareness was found to be very weak and negative (-0.03). Overall, Brand Awareness acts as a very effective mediator in this model. These findings conclude that Web Design is the most effective digital initiative in growing Brand Awareness, which in turn is an almost perfect predictor of achieving Customer Loyalty. This research advises companies to prioritize the quality and optimization of Web Design as the foundation of their digital marketing strategies to increase brand awareness and maintain customer loyalty.