The purpose of this study was to analyze the effect of social media marketing variables on brand image variables and e-commerce customer loyalty variables in Indonesia. The method used in this study uses quantitative methods through online surveys. This study used a sample of 345 respondents who were determined by the snowball sampling method. The research data was distributed using an online questionnaire via Google form. Data analysis of this research uses a SEM model using SmartPLS 3.0 software. Based on data analysis, it can be concluded that the Social media marketing variable has a significant effect on the brand image of e-commerce consumers, the brand image variable has a significant effect on the e-commerce consumer loyalty variable and the Social media marketing variable has a significant effect on the e-commerce consumer loyalty variable.