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Alib Januar Wisnutama
Universitas PGRI Adi Buana Surabaya
Economics, Econometrics & Finance

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Peran Konten Kreatif, Influencer Marketing, dan Brand Image dalam Membangun Loyalitas Pelanggan di Era Digital Agnes Dwi Untari; Mohammad Iqbal Indra Hadi; Alib Januar Wisnutama; I Made Bagus Dwiarta
Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Vol. 6 No. 2 (2026): Juli : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan (JIMEK)
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimek.v6i2.11375

Abstract

Advances in digital technology have transformed the way companies interact with consumers and build long-term relationships. In this context, customer loyalty has become a critical factor determining business sustainability amid increasingly fierce competition. This study aims to examine the role of creative content, influencer marketing, and brand image in building customer loyalty in the digital age through a conceptual approach. The method used is a literature review with a qualitative approach, which examines various relevant scientific sources to develop a comprehensive conceptual model. The results of the study indicate that creative content and influencer marketing have a direct influence on customer loyalty, as well as an indirect influence through brand image as a mediating variable. Engaging and relevant creative content can increase consumer engagement, while influencer marketing plays a role in building trust through more personal and authentic communication. Furthermore, a positive brand image serves as a key factor in strengthening the relationship between consumers and the brand, thereby fostering customer loyalty. This study offers theoretical contributions to the development of digital marketing literature as well as practical implications for companies in designing integrated and effective marketing strategies.
Co-Authors Agnes Dwi Untari I Made Bagus Dwiarta Mohammad Iqbal Indra Hadi