Track: Business Management

Abstract

Business competition is increasing because of increasingly advanced technology, especially in inter-city travel, namely the Citytrans Travel company. This study discusses the Analysis of the Effect of Social Media Marketing Activities on Brand Awareness, Brand Image, and Brand Loyalty at the Cititrans Travel Company, with a total of 100 respondents obtained from the results of distributing questionnaires through social media platforms Instagram, Whatsapp, and Line, and data processed using Smartpls. Furthermore, the results of this study indicate that the SMMA variable has a positive and significant effect on brand awareness, the SMMA variable has a positive but not significant effect on brand image, the Brand Awareness variable has a significant positive effect on the brand image and brand loyalty variables, the brand image variable has positive and significant results.