Smart Strategy in the Digital Era: The Influence of Marketing Content Quality and Social Media Interaction on Generation Z Customer Loyalty to The Beauty Brand Ms. Glow

Abstract

The development of digital technology and the increasing use of social media have driven significant changes in marketing strategies, especially for the beauty industry. This study aims to analyze the effect of marketing content quality and social media interactions on Generation Z customer loyalty to the Ms. Glow beauty brand in Medan City. Generation Z was chosen as the focus of the study because they are the most active and responsive group to digital communication and have increasing purchasing power. The research method used is a quantitative approach with a survey technique by distributing questionnaires to 150 respondents who meet the criteria, namely active social media users and have used Ms. Glow products. Data were analyzed using multiple linear regression to test the simultaneous and partial effects between independent and dependent variables. The results showed that both marketing content quality and social media interactions have a positive and significant effect on customer loyalty. The quality of content that is informative, visually appealing, and consistent with the brand image has been shown to increase positive customer perceptions. Meanwhile, active and responsive social media interactions also contribute greatly to building emotional closeness and customer engagement with the brand. Simultaneously, both variables explain more than 60% of the variation in customer loyalty. These findings indicate that digital strategies based on quality content and authentic interactions are essential in maintaining the loyalty of young consumers. Therefore, beauty brands like Ms. Glow need to continue to strengthen their presence on social media with a relevant and communicative approach to stay competitive in the digital market.