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All Journal Jejak digital: Jurnal Ilmiah Multidisiplin
Rina Pitria
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Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Analisis Strategi Pemasaran Digital Terhadap Loyalitas Konsumen Siti Syakira Hasna Kamila; Halimah Zahrah; Rina Pitria; Rasyad Khairan
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 1 No. 4 (2025): JULI (Edisi Spesial)
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/rw0ne327

Abstract

Digital marketing strategies have become essential in shaping consumer loyalty in the era of social media. This study aims to analyze the impact of PT Kanzler’s digital strategy on TikTok on consumer loyalty, focusing on content marketing, influencer marketing, and electronic word of mouth (e-WOM). Using a qualitative descriptive method through literature review, the research explores how these digital strategies foster emotional engagement and consumer trust, as well as how the principles of marketing ethics, namely transparency, honesty, and social responsibility, can play a role in building authentic loyalty. The findings indicate that content marketing and influencer marketing significantly affect consumer loyalty, while e-WOM appears to have a weaker impact. Ethically implemented digital strategies help prevent superficial loyalty driven by viral content. Thus, digital marketing requires not only creativity but also integrity to establish long-term, mutually beneficial relationships between brands and consumers.
Co-Authors Halimah Zahrah Rasyad Khairan Siti Syakira Hasna Kamila