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All Journal Technomedia Journal Startupreneur Business Digital (SABDA Journal)
Rochefort, Thomas
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media

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Digital Marketing Strategies in Building Brand Awareness and Loyalty in the Online Era Rochefort, Thomas; Ndlovu, Zinhle
Startupreneur Business Digital (SABDA Journal) Vol. 3 No. 2 (2024): Startupreneur Business Digital (SABDA)
Publisher : Pandawan Sejahtera Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33050/sabda.v3i2.539

Abstract

In today’s digital era, businesses are increasingly adopting digital marketing strategies to enhance brand awareness and foster customer loyalty. As online interactions grow, companies must adapt their marketing efforts to stay compet- itive and engage effectively with consumers. This research employs a mixed- method approach, using both qualitative and quantitative data from case studies of successful companies that have implemented digital marketing strategies. The study examines the role of social media, content marketing, and personalized communication in building brand awareness and loyalty. The study provides new insights into how personalized marketing efforts, including targeted cam- paigns and relevant content, help brands differentiate themselves in a crowded online marketplace. The findings show that consistent use of social media, en- gaging content, and personalization significantly boost brand awareness and fos- ter long-term customer loyalty. Personalization, in particular, strengthens cus- tomer relationships, leading to repeat purchases and advocacy. In conclusion, successful digital marketing requires an in-depth understanding of online con- sumer behavior and the application of tailored strategies. The effective inte- gration of social media, content marketing, and personalized messages enables businesses to build lasting customer relationships and gain a competitive edge in the digital marketplace
Pengaruh User Generated Content, Brand Image, dan Hedonic Value terhadap Minat Pembelian pada Produk Salted Egg Milea: The Influence of User Generated Content, Brand Image, and Hedonic Value on Purchase Interest in Salted Egg Milea Products Lawrence, Lucas; Rochefort, Thomas; Alwiyah, Alwiyah; Millah, Shofiyul
Technomedia Journal Vol 9 No 2 Oktober (2024): TMJ (Technomedia Journal)
Publisher : Pandawan Incorporation, Alphabet Incubator Universitas Raharja

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33050/tmj.v9i2.2327

Abstract

This study aims to examine the influence of three main factors, User Generated Content (UGC), Brand Image, and Hedonic Value on consumer Purchase Intention towards Salted Egg Milea products. In today's digital era, the use of social media has become one of the main tools in product marketing. UGC is content created by users to recommend or reflect experiences with certain products, increasingly becoming a concern in marketing strategies. On the other hand, brand image is also known as consumer perceptions of brands that can influence their purchasing behavior. This study uses a quantitative approach method and data were collected through a survey of 113 respondents who are active social media users and have knowledge about Salted Egg Milea products. Data analysis techniques use Structural Equation Modeling (SEM) to test the relationship between the variables studied. The results of the study indicate that User Generated Content has a positive and significant influence on purchase intention of Salted Egg Milea products. In addition, brand image is also proven to have a positive and significant influence on purchase intention. The managerial implications of these findings are the importance of utilizing UGC and building a strong brand image to increase consumer purchase intention towards Salted Egg Milea products. This study contributes to the understanding of the influence of these factors in the context of marketing food and beverage products, especially salted egg products.
Co-Authors Alwiyah Alwiyah Lawrence, Lucas Millah, Shofiyul Ndlovu, Zinhle