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All Journal Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan Jurnal Akuntansi, Manajemen dan Bisnis Digital Jurnal Dehasen Untuk Negeri Jurnal Dehasen Mengabdi West Science Business and Management Journal of Management, Economic, and Accounting Tractare: Jurnal Ekonomi-Manajemen Jurnal Kewirausahaan dan Inovasi Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi Jurnal Gotong Royong
Zoniarti, Zoniarti
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Journal : Jurnal Akuntansi, Manajemen dan Bisnis Digital

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The Application Of Digital Marketing Grabfood In Increasing Customer Loyalty In The City Of Bengkulu Bintang, Muhammad Ilham; Indriasari, Nia; Zoniarti, Zoniarti
Jurnal Akuntansi, Manajemen dan Bisnis Digital Vol 4 No 2 (2025): Juli
Publisher : LPPJPHKI Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jambd.v4i2.8837

Abstract

In the era of digital transformation, the utilization of digital platforms is one of the main keys in reaching consumers and maintaining their loyalty. This research aims to analyze the application of digital marketing by GrabFood in increasing customer loyalty in Bengkulu city. This research uses qualitative methods with data collection techniques through interviews, observation and documentation. Determination of informants in this study using purposive sampling technique. The results showed that GrabFood Bengkulu has implemented digital marketing in the form of paid advertisements that appear on social media, promotions through social media instagram @grabsumbagsel, utilization of influencers in collaboration to create content marketing and loyalty programs in the form of GrabRewards points and discounts. From these forms of digital marketing, some are effective in reaching customers such as advertisements on social media and collaboration with influencers. In terms of attracting shopping interest, loyalty programs and digital rewards take a major role. Digital marketing by GrabFood Bengkulu has positive implications in increasing customer loyalty. A pleasant experience in the GrabFood purchase process, structured handling of order problems and refund processes, and customer rewards are factors in shaping GrabFood Bengkulu customer loyalty.
Co-Authors Abdul Rahman Ahmad Soleh Alda, Denada Aliano, Dio Aprilia, Melisa Ariska, Yesi Indian Bintang, Muhammad Ilham Defa, Kikim Gumala Edy Anan Efendi, Bahman Fitriano, Yun Gayatri, Ida Ayu Made Er Meytha Hanila, Siti Hutagaol, Julianti Br Hutagaol Kurniawan, Kiemas Mu'min, Halek Nasution, Suswati Nia Indriasari, Nia Nirta Vera Yustanti Nurzam, Nurzam Oktaviana, Nensy Panjaitan, David Putra, M. Sendika Martha Dwi Putra Radilli, Putri Rahmanda, Via Nabila Ramadhan, Sahrul Reskyana, Wita Fitria Sachanovrissa, Silke Saputra, Ilham Giri Muda Simarmata, Sulastri Sriwijaya, Adio Stiawan, Erix Subhi , Ramadan Subhi, Ramadan Subhi, Ramadhan Sulisti Afriani, Sulisti Syallaysyah, Jenny Dwi Tiansari, Urba Wagini Wagini, Wagini Wijaya, Ermi Yusnita, Yuli