Digitalization can create an effectiveness and efficiency in running a company's business processes. Indonesia is in sixth place social media penetration in Southeast Asia as of January 2021. The most prominent social media platform in 2021 are Facebook, Youtube, WhatsApp, Instagram, and FB Messenger. Sinarmas gold store also uses social media to promote marketing in promoting their business. There is a phenomenon where there is an increase in gold sales by 20-30 percent during the PPKM. Sinarmas gold store has a challenge in declining sales of gold jewelry products in June-September 2021, making it a race to increase promotion through social media marketing.
The purpose of this study is to analyze the influence social media marketing on purchase intetion and also the impact on brand loyalty at Sinarmas gold store. By utilizing digital social media technology to increase promotions through Instagram, Facebook and WhatsApp platforms.
This research using quantitative methods of collecting data at the Sinarmas gold store. The sample in this research is non-probability sampling using the Bernoulli formula, namely 400 respondents who follow one of the social media (Instagram, WhatsApp, Facebook) Sinarmas gold store. Retrieval of respondent data using Google form. By using descriptive analysis and Partial Least Square (PLS) method using SmartPLS 3 software.
The results of this research are there is a positive effect of social media marketing on purchase intention and brand loyalty also there is a positive effect between purchase intention and brand loyalty. Based on the descriptive analysis result, social media marketing is in the good category, while purchase intention and brand loyalty are in the very good category.
This research are expected to increase the number of buyers' interest in supporting the realization of the Sinarmas gold store which is advanced in product marketing through social media platforms such as Instagram, WhatsApp and Facebook. And this research can add insight in marketing management scientific research. Keywords: Social Media Marketing, Purchase Intention, Brand Loyalty, Sinarmas gold store.