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The Effect of Digital Marketing Strategies on Audience Loyalty in Online News Media: The Mediating Role of Audience Engagement Andi Faisal Syam; Al Kausar; Nurfadillah Nurfadillah; Paris Paris
Journal of Economics and Social Sciences (JESS) Vol. 5 No. 1 (2026): Journal of Economics and Social Sciences (JESS)
Publisher : CV. Civiliza Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59525/jess.2038

Abstract

The development of digital media has changed news consumption patterns and increased competition among online news media in retaining audiences. This study aims to analyze the effect of digital marketing strategies on audience loyalty in online news media with audience engagement as a mediating variable. The study uses a quantitative approach with an explanatory design. Data were obtained through a survey of 400 online news media users selected using purposive sampling. Digital marketing strategies were operationalized through four dimensions, namely social media marketing, content marketing, personalized marketing, and interactive marketing. Data analysis was conducted using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with tests of validity, reliability, the structural model, and mediation effects. The results show that social media marketing, content marketing, personalized marketing, and interactive marketing have positive and significant effects on audience engagement. Audience engagement also has a positive and significant effect on audience loyalty with a path coefficient of 0.521. In addition, audience engagement was found to mediate the effects of all four dimensions of digital marketing strategy on audience loyalty. These findings indicate that digital marketing strategies not only function to increase the reach and visibility of news content, but also serve as important instruments for building engagement and long-term relationships with audiences. This study contributes theoretically by integrating digital marketing and audience behavior perspectives in the context of online news media and provides practical implications for media managers to develop more relevant, personalized, and interactive digital strategies
Co-Authors Andi Faisal Syam Baharuddin, Megawaty Ceskakusumadewi Besse Qur’ani Fajriansyah Feronika Pungky Muchsidin Hendriadi Hendriadi Hendriadi Hendriadi Ibrahim Bazergan Madrianah Megawaty Moh. Hatta Muchsidin, Feronica Fungky Muh ashary Anshar Muhammad Toaha Murdin Muchsidin Nawir, Fadliyani Nurdwiana Sari Saudi Nurfadillah Nurfadillah Paris Dauda Paris Dauda Paris Paris Puteri Padriani Paris Revoldai Agusta Rezki Arianty Siti Wardani Bakri Katti St Wardhani Bakri Sudirman Sujatmiko Sujatmiko Sujatmiko Sujatmiko Sujatmiko Verawaty Verawaty