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All Journal SINERGI: Jurnal Ilmiah Ilmu Manajemen Jesya (Jurnal Ekonomi dan Ekonomi Syariah) JAIM (Jurnal Abdi Masyarakat) JSMA (Jurnal Sains Manajemen dan Akuntansi) Jurnal Ilmu Sosial dan Humaniora Indonesian Journal of Management Science Journal of Artificial Intelligence and Digital Business Melati: Jurnal Media Komunikasi Ilmu Ekonomi Community: Jurnal Pengabdian Pada Masyarakat JURNAL PENGABDIAN MASYARAKAT AKADEMISI Journal of Innovative and Creativity International Journal of Economics, Business and Innovation Research Jurnal Ekonomi, Manajemen, Akuntansi Jurnal Pengabdian Masyarakat Manage
Siti Musarofah
Institut Teknologi Dan Bisnis Ahmad Dahlan Lamongan
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Health Professions Languange, Linguistic, Communication & Media Mathematics Public Health Social Sciences Other

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Dampak Strategi Digital Marketing terhadap Kepercayaan Pelanggan Cafe Aola Paciran Lamongan Indrika Dwi Febianti; Siti Musarofah; Mesra Surya Ariefin; Dadang Wiratama
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 2 (2026): Mei-Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i2.9907

Abstract

This study aims to analyze the impact of digital marketing strategies on customer trust at Cafe Aola Paciran Lamongan. The research employs a descriptive qualitative approach involving 16 informants selected through purposive sampling, specifically customers who are familiar with or have interacted with Cafe Aola through digital media. Data were collected through semi-structured interviews, questionnaires, and documentation, while data analysis used the interactive model of Miles and Huberman, including data reduction, data display, and conclusion drawing. The results show that Cafe Aola’s digital marketing strategy is dominated by the use of social media, particularly TikTok and Instagram. TikTok plays a significant role in expanding promotional reach through the For Your Page (FYP) algorithm, while Instagram supports visual branding and structured information delivery. High-quality digital content that is attractive, aesthetic, and informative has been proven to increase brand awareness and shape customer expectations. The level of customer trust in Cafe Aola is relatively high, as indicated by the consistency between digital information and actual experience, as well as the absence of misleading or exaggerated information. In addition, responsive, friendly, and communicative digital interactions further strengthen customer trust. Digital marketing strategies also have a positive impact on customer behavior, including increased intention to visit, willingness to revisit, and readiness to recommend the cafe to others. Thus, digital marketing functions not only as a promotional tool but also as a strategic means of building customer trust and long-term relationships.
Co-Authors Ainul Afif Amanatul Khoiriyah Amanatul Khoiriyyah Anisa Nur Sholikah Ardiansyah AH Arian Yusuf Wicaksono Ayu Lestari Azminatus Sadiyah Bayu Malikhul Askhar Cahya Intan Syafinaz Dadang Wiratama Darianto Darianto Didik Puji Wahyono Eka Wahyu Ramadhani Eli Indira Ella Hindun Faal Cholaniyah Faro Damayani Fita Aninda Sari Imam Kusnanto Imtinan Widhah Kumala Indrika Dwi Febianti M. Andrian Rengga Masadah Masram Masram Masram Masram Maulidza Nur Fauzi Mesra Surya Ariefin Mesra Surya Arifien Mochammad Kholilurrahman Mohamad Fahmi Yusuf Mokhtar Sayyid Muhammad David Muhammad Sulton Mu’ah Mu’ah Mu’ah Natasya Eka Putri Sholehah Ninik Mas'adah Nunuk Nunuk Shela Agustia Purwanti, Ika Putri Ismiarsih Rita Nataliawati Sawabi Sawabi Sutikno Syarifah Tria Ainura Tri Winarsih Ummu Sya'adah Yanuangga Galahatlambang yanuangga galaherlambag Yuliana Tri Ratnasari