| The purpose of this study is to analyze the impact of social media marketing with brand awareness and brand image as mediation to brand loyalty from the fashion industry, especially fast fashion. The questionnaire distributed to the respondents who actively use Instagram and view a variety of content related to the fast fashion brand, and actively make purchases for more than once per month. The total of studied respondents were 170 persons by using nonprobability with purposive sampling. The method used to analyze the data is the Partial Least Squares Structural Equation Model (PLS-SEM) and processed using SmartPLS 3 software. The result showed that social media marketing has a significant effect on brand awareness and brand image, but does not directly affect brand loyalty. Moreover, brand awareness has a significant effect on brand loyalty, while brand image does not affect brand loyalty. Last of all, social media marketing has a significant effect on brand loyalty through brand awareness, but there is no significant effect between social media marketing and brand loyalty through brand image. |