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All Journal Competence : Journal of Management Studies (Kompetensi : Jurnal Studi Manajemen) JPBM (Jurnal Pendidikan Bisnis dan Manajemen) Briliant: Jurnal Riset dan Konseptual Dinamisia: Jurnal Pengabdian Kepada Masyarakat SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Majalah Ilmiah Bijak Community Development Journal: Jurnal Pengabdian Masyarakat Buletin Poltanesa Asian Journal of Management, Entrepreneurship and Social Science Jurnal Ilmiah Ar-Risalah: Media Ke-Islaman, Pendidikan dan Hukum Islam Jurnal Pemberdayaan Kepada Masyarakat
Shanti Ike Wardani
Administrasi Server Dan Jaringan Komputer, Akademi Komunitas Negeri Putra Sang Fajar Blitar
Religion Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Data-Driven Marketing Strategies in Conventional and Online Retail for Customer Loyalty Enhancement Shanti Ike Wardani; Nunuk Latifah
Majalah Ilmiah Bijak Vol. 23 No. 1: March 2026
Publisher : Institut Ilmu Sosial dan Manajemen STIAMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31334/dgzc4107

Abstract

This study aims to analyze data-driven marketing strategies in conventional and online retail and their influence on customer loyalty, with retail type as a moderating variable. Using a quantitative approach, data was collected through surveys from 200 respondents across various regions in East Java (Surabaya, Malang, Blitar, Kediri, Probolinggo, and Jember) who are customers of Alfamart and Indomaret. Data analysis employed Structural Equation Modeling with PLS 3.0. Results show that personalization of promotion and communication (β=0.279, p=0.002), data-based segmentation and targeting (β=0.262, p=0.002), and digital channel utilization (β=0.251, p=0.005) significantly and positively affect customer loyalty. However, most moderating effects of retail type were not significant, except for the negative moderating effect of online retail on the relationship between personalization and loyalty (β=-0.370, p=0.004). The model explains 70.2% of loyalty variation. Companies should prioritize optimizing core data-driven marketing components rather than focusing excessively on retail channel expansion.
Co-Authors Adiguna S. W. Utama Anna Widayani Anna Widayani Anna Zahrotul Wahidah Hindra Kurniawan Ika Rachmawati Ismanto Latifah, Nunuk M. Nur Fuad Normawati, Rani Arifah Rani A. Normawati Sulistya Dewi Wahyuningsih