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All Journal Jurnal Sarjana Ilmu Komunikasi (J-SIKOM)
Rezaldiansyah, Muhamad
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Humanities Social Sciences

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ANALISIS STRATEGI KOMUNIKASI PEMASARAN MEDIA DIGITAL DALAM MEMBANGUN LOYALITAS KONSUMEN PT. ERAJAYA SWASEMBADA TBK. Rezaldiansyah, Muhamad; Banowo, Emilianshah
Jurnal Sarjana Ilmu Komunikasi (J-SIKOM) Vol 7 No 1 (2026): Jurnal Sarjana Ilmu Komunikasi (J-SIKOM)
Publisher : Program Studi Ilmu Komunikasi, Universitas Muhammadiyah Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36085/j-sikom.v7i1.9916

Abstract

This study analyzes PT. Erajaya Swasembada Tbk.’s digital marketing communication strategies in fostering customer loyalty. Motivated by Indonesia’s growing e-commerce sector and internal analytics showing rising traffic but fluctuating channel effectiveness, the research uses a qualitative descriptive approach within a constructivist paradigm, focusing on the Eraspace platform. Data were collected via in-depth interviews, social media observation, and campaign documentation, analyzed using Miles & Huberman’s interactive model, and validated through triangulation. Findings indicate that integrated marketing communication, personalization, storytelling, loyalty programs, and after-sales service enhance engagement and repeat purchases, though challenges remain in channel consistency, deeper personalization, and conversion optimization. Keywords : integrated marketing communication; digital marketing communication; customer loyalty; relationship marketing; qualitative case study
Co-Authors Emilianshah Banowo, Emilianshah