The research aims to propose a model that can increase customer purchase decisions and propose a series of efforts to achieve that goal. The solution proposed in this study is rooted in the R-A theory by accelerating news sharing capability. Consumers are aware of the latest developments about the product, the quality, which leads to the resonance of a company's brand image. The population in this study was the buyer of cosmetic Sariayu Martha Tilaar. The sample used in this study was 100 respondents by purposive technique. Data collection technique by accidental using the designed questionnaire. The questionnaire has been tested for its validity and reliability before distribution. The regression analysis started with the classic assumption test (normality, multicollinearity, heteroskedasticity, and linearity test) afterward by multiple linear regression analysis. The model determined by the hypotheses testing applied F test, t-test, correlation test, and the coefficient of determination. The results showed that none of the single variables stand alone. All independent variables in weak significant effect individually. Therefore, it is suggested that the Sari Ayu Cosmetic management should make a significant effort to pay attention to brand image resonance and price perception in line with the needs and wants of their potential customers.

The broader use of the internet and the behavior of social media users have a significant influence on business management and higher education. Communication and interaction between customers and the company become more open and faster. This study aims to analyze the effect of social media customer engagement and student and alumni satisfaction on college loyalty as a brand and the role of student and alumni satisfaction as a mediator. The research uses a survey method conducted on 220 students and alumni of a leading tourism college in Jakarta who are followers of the college's Instagram account. Analisis data using SEM (StructuralEquation Model) revealed the research results that social media customer engagement significantly influences increasing loyalty to the college. Student and alumni satisfaction significantly influences increasing loyalty to the college and being a mediator that significantly influences customer engagement towards student and alumni loyalty.