International Journal of Multidisciplinary Research and Publications ISSN (Online): 2581-6187 205 Astrid Choirul Mar’ati, Sri Murwanti, “The Influence of Social Media Marketing and Brand Image on Brand Loyalty with Brand Awareness as Mediation on Le Minerale Products,” International Journal of Multidisciplinary Research and Publications (IJMRAP), Volume 7, Issue 7, pp. 205-210, 2025. The Influence of Social Media Marketing and Brand Image on Brand Loyalty with Brand Awareness as Mediation on Le Minerale Products Astrid Choirul Mar’ati 1 , Sri Murwanti 2 1 The Faculty of Economics & Business, University Muhammadiyah Surakarta, Surakarta, Indonesia 2 The Faculty of Economics & Business, University Muhammadiyah Surakarta, Surakarta, Indonesia Email address: astridchoirul6@gmail.com, sm127@ums.ac.id Abstract— Analysing and discussing the impact of social media marketing and brand image on brand loyalty through brand awareness as a mediation on Le Minerale products is the purpose of this study. Quantitative method is used as the methodology by using primary data, the result of distributing questionnaries via google forms. Samples were taken using purposive sample technique of one hundred and fifty respondents from Solo Raya residents who had purchased Le Minerale products. The result of the analysis using Smart PLS stated that in this study, brand awareness as a mediation has no significant influence between social media marketing and brand image on brand loyalty. Between brand awareness and brand loyalty, there was also no significant influence found. However, brand awareness is stated to be able to influence social media marketing and brand image. Keywords— Social Media Marketing, Brand Image, Brand Loyalty, Brand Awareness. I. INTRODUCTION The Ministry of Health Directorate General of Health explains that fluids are substances that make up most of the human body. The amount of fluids needed in a person's body varies depending on each individual. According to [1] drinking water is a primary need in human life because drinking water plays a role in maintaining human health. In household consumption, there are various sources of drinking water that are usually consumed such as springs, wells, PDAM, and bottled water. In March 2023, a survey from the Central Statistics Agency (BPS) obtained survey results that the majority of 40.64% of household drinking water sources in Indonesia are branded bottled water or refilled water. As many as 62.1% of the 1434 respondents from the 2022 Opinion Poll Survey chose Le Minerale as their favorite when it comes to bottled drinking water. Le Minerale, a product of PT Tirta Fresindo Jaya, has successfully positioned itself in the market since its launch in 2015 with the memorable tagline "kaya ada manis-manisnya" (like there's a hint of sweetness). This tagline has contributed to a strong brand image. Kotler & Keller [2] said that the beliefs and perceptions that customers hold about a brand, which significantly influence their purchasing decisions are called brand image. A strong brand image not only enhances brand awareness but also fosters brand loyalty [3][4]. This is particularly vital for consumer products, where familiarity and trust play crucial roles in driving repeated purchases. The advent of social media made a revolution in the way information is disseminated and products are marketed. Platforms online such as Facebook, YouTube, TikTok, or Instagram provide opportunities for brands like Le Minerale to engage with consumers and enhance brand awareness through creative and informative content. In this way, the readers of Le Minerale's social media become aware that there is a bottled water brand called "Le Minerale" and there is a possibility to try purchasing the Le Minerale product. In previous research, a gap was found between the relationship of social media marketing and brand loyalty. According to one study [5] social media marketing does not influence brand loyalty, whereas the other study [6] states that social media marketing influences brand loyalty. Given this context, investigate the influence of social media marketing and brand image on brand loyalty, with brand awareness serving as a mediating factor is the purpose of this study. II. LITERATURE REVIEW A. Brand Loyalty According to Suryati [7] brand loyalty can be defined as someone who buys or visits a place repeatedly and regularly. Brand loyalty is a choice made by consumers to purchase a specific brand compared to buying another brand in the same category, Giddens [2] Brand loyalty defined as a strong dedication to repurchase again, regardless of marketing efforts and external factors that have the potential to cause behavioral changes [8]. We can draw a conclusion that brand loyalty is someone who prefers to buy a particular brand of product and is committed to doing so again in the future repeatedly and regularly. B. Social Media Marketing According to Gunelius [9], we can call social media marketing as a marketing that makes consumers recall, recognise, and be aware toward a brand using social media tools. Communication marketing activity that uses social media to promote products or services by using engaging content to attract and convince consumers online is called as social media marketing by Setianingtyas & Nurlaili [10].