Abstract:

The objective of this research is to identify the relationship between social media marketing and customer loyalty in a restaurant in Cieneguilla, Peru, to reflect on the importance of taking advantage of the constant innovation that comes with being a fundamental part of the technological era in the current context. The research is of the applied type, correlational level, non-experimental design, and with a quantitative approach. The study population is a sample of 385 customers of the restaurant under study. The instrument used was a survey with 22 items for the questionnaire of the social media marketing variable and 23 items for the questionnaire of the customer loyalty variable. The results showed a reliability of 0.891 for the social media marketing questionnaire and a reliability of 0.915 for the customer loyalty questionnaire. In addition, it was found that to the extent that the company can improve the application of marketing strategies
in social networks, the level of customer loyalty will be better. Finally, it is evidenced that the customer perceives more closely the easier connection through the social media platform, always justified in that it must be used in a correct way to have the desired impact on the customer and potential customer.