Laporan akhir magang ini bertujuan untuk memberikan saran bagaimana proses implementasi social media marketing dilakukan serta dampaknya terhadap peningkatan jumlah investor ritel yang membuka akun investasi dan konsumen loyal untuk terus menggunakan platform PT. Trimegah Securities, Tbk. PT. Trimegah Securities, Tbk merupakan perusahaan yang bergerak di bidang investasi pasar modal yang sudah terdaftar di Otoritas Jasa Keuangan. Penelitian ini diadaptasi dari penelitian Patria Laksamana (2018) yang berjudul “Impact of Social Media Marketing on Purchase Intention and Brand Loyalty: Evidence from Indonesia’s Banking Industry”. Terdapat 3 variabel yang diuji pada penelitian ini diantaranya adalah variabel Social Media Marketing, Purchase Intention, dan Brand Loyalty. Hipotesis yang dibangun pada penelitian ini diantaranya adalah Social Media Marketing berhubungan positif terhadap Purchase Intention, Social Media Marketing berhubungan positif terhadap Brand Loyalty, dan Purchase Intention berhubungan positif terhadap Brand Loyalty. Berdasarkan konstruk penelitian tersebut tentunya variabel ini merupakan aspek penting yang perlu diperhatikan dalam meningkatkan brand loyalty yang dapat dijadikan sebagai pertimbangan PT. Trimegah Securities, Tbk untuk mengambil keputusan dalam hal strategi pemasaran. Data valid terkumpul adalah 256 responden yang disebarkan melalui kuesioner online. Pengambilan data dilakukan pada pertengahan April 2022. Hasil pengujian menyebutkan bahwa terdapat pengaruh positif antara Social Media Marketing yang dapat mempengaruhi Purchase Intention dan Brand Loyalty dari investor di pasar modal Indonesia untuk mengambil keputusan untuk memilih platform sekuritas untuk berinvestasi.

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This final internship report aims to advise how the social media marketing implementation process carries and its impact on increasing the number of retail investors who open investment accounts and loyal consumers to continue using the PT. Trimegah Securities, Tbk. PT. Trimegah Securities, Tbk is a company engaged in capital market investment registered with the Financial Services Authority. This study adaption from Patria Laksamana's research (2018) entitled "Impact of Social Media Marketing on Purchase Intention and Brand Loyalty: Evidence from Indonesia's Banking Industry." This study tested three variables: Social Media Marketing, Purchase Intention, and Brand Loyalty. The hypotheses built in this study include Social Media Marketing is positively related to Purchase Intention, Social Media Marketing is positively related to Brand Loyalty, and Purchase Intention is positively related to Brand Loyalty. Based on the research construct, of course, this variable is an important aspect that needs to be considered in increasing brand loyalty, which can be used for PT. Trimegah Securities, Tbk to make decisions in terms of marketing strategy. The valid data collected were 256 respondents who were distributed through online questionnaires. Data collection was carried out in mid-April 2022. The test results state that there is a positive influence on Social Media Marketing which can affect the Purchase Intention and Brand Loyalty of investors in the Indonesian capital market to make decisions to choose a securities platform to invest.