Abstrak Ketersedian internet secara umum telah memberikan seseorang kesempatan untuk menggunakan social media, untuk berinteraksi tanpa perlu pertemuan fisik. Namun, saat ini social media tidak hanya digunakan sebagai media komunikasi antar individu, tetapi telah menjadi bagian penting dalam strategi pemasaran bisnis. Bagi perusahaan, social media dapat dijadikan sebagai media untuk memasarkan produknya yaitu social media marketing. Bentuk pertukaran informasi dan pengetahuan secara online pada social media dikenal sebagai electronic word of mouth. Memberikan informasi akan kehadiran produk baru, perusahaan juga dapat menumbuhkan, menjaga seta meningkatkan customer engagement dengan cara saling berbagi informasi serta edukasi produk. Kegiatan customer engagement melalui social media menjadi penting untuk meningkatkan hubungan antara perusahaan dan customer-nya. Penelitian ini bertujuan untuk mengetahui pengaruh social media marketing dan electronic word of mouth terhadap customer engagement pada followers akun instagram @essenzo.indonesia. Metode penelitian yang digunakan adalah pendekatan kuantitatif dan menggunakan non-probability sampling dengan sampel sebanyak 100 responden. Teknik pengumpulan data yang digunakan adalah dengan menggunakan kuesioner dan akan dianalisis menggunakan path analysi. Hasil yang diperoleh bahwa social media marketing berpengaruh terhadap customer engagement, begitu pula electronic word of mouth berpengaruh terhadap customer engagement, lalu social media marketing dan electronic word of mouth berpengaruh terhadap customer engagement. Kata Kunci: social media marketing, electronic word of mouth, customer engagement.

Abstract Internet availability in general has given someone the opportunity to use social media, to interact without the need for physical meetings. However, nowadays social media is not only used as a medium of communication between individuals, but has become an important part in business marketing strategies. For companies, social media can be used as a medium for marketing their products, namely social media marketing. The form of exchange of information and knowledge online on social media is known as an electronic word of mouth. Providing information on the presence of new products, companies can also grow, maintain and increase customer engagement by sharing information and product education. activities Customer engagement through social media are important to improve the relationship between the company and customers its. This study aims to determine the effect of social media marketing and electronic word of mouth on customer engagement on followers Instagram @ essenzo.indonesia. The research method used is a quantitative approach and uses non-probability sampling with a sample of 100 respondents. Data collection techniques used are using a questionnaire and will be analyzed using path analysis. The results obtained that social media marketing affect customer engagement, so does electronic word of mouth affect customer engagement, then social media marketing and electronic word of mouth affect customer engagement. Keywords: social media marketing, electronic word of mouth, customer engagement.

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