In the digital age, social media platforms have become essential tools for brands to connect with their audience, increase engagement, and build brand loyalty. With this condition, businesses, especially media/news companies, must effectively leverage social media marketing strategies to foster deeper customer relationships and sustain loyalty in a competitive digital environment. This research explores the impact of social media marketing on brand loyalty through customer engagement as a mediating factor in media/news company. The focus of this study is Nihao Indonesia, a media platform that provides Indonesian news and content in Taiwan. This study aims to analyze the effect of social media marketing to increase brand loyalty through customer engagement on Nihao Indonesia’s Instagram account. A survey was conducted through Google form using purposive sampling, given to 115 respondents, and the collected data were analyzed via structural equation modeling (SEM). The results obtained in this study are that social media marketing significantly influences customer engagement and brand loyalty. Moreover, customer engagement as a mediating factor, strengthens the relationship between social media marketing and brand loyalty. The outcomes of this study are expected to provide practical insights for media companies on optimizing social media marketing strategies to foster customer engagement and strengthen brand loyalty.
