The development of technology is currently progressing, which has a lot of influence on human life. It also has an impact on the marketing of a business that prioritizes social media, especially Instagram, as a form of business marketing communication with the aim of brand awareness, perceived quality, and also brand loyalty. One of them is Your Hampers, which is a business that focuses on selling hampers. Your Hampers seeks to optimize the use of various online marketing strategies, especially Instagram social media. The purpose of this research is that the researcher wants to see the effect of social media marketing on brand awareness and perceived quality, which then affects brand loyalty. Researchers use the theories of social media marketing, brand awareness, perceived quality, and brand loyalty. This study uses quantitative research methods and uses an explanatory approach to define the relationship between the variables studied. Respondents in this study totaled 96 respondents taken from Your Hampers Instagram followers using a questionnaire for data collection. The results obtained from this study are the influence of social media marketing on increasing brand awareness and perceived quality. Furthermore, the results also show that brand loyalty is significantly influenced by brand awareness and perceived quality. In addition, the results obtained also have a positive influence between social media marketing on brand loyalty.

Keyword: social media marketing, brand awareness, brand, perceived quality, brand loyalty.