ABSTRACT

Competition in the business world, especially in the field of digital marketing, is increasingly competitive, both e-commerce, website platforms, social media and others. Based on the purpose of this study is to develop an integrated model to explore the effects of the dimensions of social capital variables which consist of structutal capital, cognitive capital, and relational capital on consumer loyalty through social value on social commerce. This research was conducted at the Jendral Achmad Yani University and around Cimahi City, the population in this study were smartphone users who used Instagram social media to shop or shop for sneakers on Instagram in the city of Cimahi with a total sample of 90 respondents. The analytical tool used is the test data instrument that is validity and reliability test, classic assumption test, multiple regression test, hypothesis test and sobel test. The results of this study 1). Only two dimensions, namely cognitive capital and relational capital, have a positive and significant effect on social value in social commerce. 2). Only two dimensions, namely structural capital and cognitive capital, have a positive and
significant effect on customer loyalty. 3). Social value only mediates two of the three dimensions, namely the dimensions of structural capital and cognitive capital for customer loyalty in the City of Cimahi

Keywords: social capital, social value, social commerce, customer loyalty