Strategi Pemasaran Digital dalam Meningkatkan Loyalitas Konsumen
Studi pada UMKM di Era Industri 4.0
DOI:
https://doi.org/10.70021/dbp.v4i1.209Keywords:
Digital Marketing, Consumer Loyalty, MSMEs, Industry 4.0, Business StrategyAbstract
The development of technology in the Industry 4.0 era has encouraged Micro, Small, and Medium Enterprises (MSMEs) to adopt digital marketing strategies in carrying out their business activities. This study aims to analyze how digital marketing strategies can increase consumer loyalty in MSMEs, especially through the use of social media, e-commerce, and digital-based customer relationship management (CRM). The research method used is qualitative with a case study approach on several MSMEs that are actively conducting digital marketing. The results of the study show that the implementation of digital strategies such as attractive marketing content, active interaction with customers on online platforms, and proper use of customer data has been proven to increase consumer engagement and loyalty. This study concludes that digital marketing is not only a promotional tool, but also a strategy for building long-term relationships with consumers that are effective and relevant in the current era of digital transformation.
References
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice (7th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2006). Services Marketing: Integrating Customer Focus Across the Firm (4th ed.). McGraw-Hill.
Oliver, R. L. (1999). Whence Consumer Loyalty?. Journal of Marketing, 63(Special Issue), 33–44. https://doi.org/10.2307/1252099
Ismail, A. R. (2018). The Influence of Perceived Social Media Marketing Activities on Brand Loyalty: The Mediation Effect of Brand and Value Consciousness. Asia Pacific Journal of Marketing and Logistics, 30(4), 1137–1158. https://doi.org/10.1108/APJML-10-2017-0257
Rahman, A., Sutrisno, S., & Damayanti, R. (2020). Pemanfaatan Media Digital sebagai Strategi Pemasaran UMKM di Era Industri 4.0. Jurnal Ekonomi dan Kewirausahaan, 20(1), 45–56.
Kementerian Koperasi dan UKM Republik Indonesia. (2021). Laporan Perkembangan UMKM Nasional. https://kemenkopukm.go.id
Tuten, T. L., & Solomon, M. R. (2020). Social Media Marketing (3rd ed.). Sage Publications.
Arief, M., & Nugroho, R. (2022). Strategi Pemasaran Digital UMKM di Tengah Pandemi COVID-19: Studi Kasus di Yogyakarta. Jurnal Manajemen dan Bisnis Indonesia, 10(2), 112–122.
Google & Temasek. (2022). e-Conomy SEA 2022: Southeast Asia’s Digital Decade. https://economysea.withgoogle.com
