The impact of social media on e-commerce loyalty is profound. The Internet has
evolved from a communication and information tool to an important platform for
purchasing goods. Social media now serves as vital bridges between customers and,
surpassing traditional methods of communication becoming business channels. The
aim is to understand the impact that social media has on the loyalty of e-commerce
from the consumer perspective. This is a survey with a descriptive approach using to
collect quantitative data from 108 participants conducted between May and June
2023. The research focused on the dimensions of e-commerce: utility, ease of use,
cost, technology adoption and social media marketing. The survey type questionnaire
was based on previous surveys. The Structural Equation Modeling (SEM)
implemented with the Smart PLS software was used to analyze data and test
hypotheses, enabling the exploration of relationships between social media, e-
commerce dimensions and consumer loyalty. The results indicate that the
dimensions that most influence each other are the perceived ease of use, perceited
cost and social media marketing, such combined dimensions provide the generation
of loyalty in the e-commerce customer. Furthermore, it has been found that the
adoption of technology, in terms of data security and platform choice, although
important in the e-market, is the first factor influencing consumers to use the Internet
as their shopping environment.
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