DOI: 10.36347/sjebm.2022.v09i04.002

Pages: 70-80

The main purpose of this study was to analyze the implementation of Customer Engagement on the Compass Shoe Brand. This research is a causal research conducted to determine the effect of one or more independent variables on the dependent variable. The data analysis technique used in this research is Structural Equation Modeling (SEM). The sample used is Instagram users who are consumers of Compass Shoes, as many as 120 respondents. The results of this study show that only customer engagement has an effect on behavioral intention of loyalty. Meanwhile, customer involvement has no effect on customer engagement. So it can be concluded that the first hypothesis in this study was rejected and the second hypothesis in this study was accepted.