Digital Marketing Implementation A Case Study in The Indonesian E-Commerce Industry - Vidiati, Cory; Selasi, Dini; Arie Pratama, Fidya (Economics and Business Faculty UNUSIA, 2025)
Penelitian ini bertujuan untuk menjembatani kesenjangan antara pemasaran digital dan loyalitas pelanggan di industri e-commerce, dengan fokus pada perusahaan di platform digital untuk meningkatkan loyalitas pelanggan melalui layanan, pengalaman, dan penawaran produk. Penerapan penelitian kualitatif deskriptif; didapat dari data sekunder; teknik pengumpulan berupa pemantauan dan pendataan online; data dianalisis dimulai dari collecting, direduksi, disajikan, dan disimpulkan. Temuan hasil memperlihatkan perkembangan dinamisasi perilaku konsumen dan teknologi menciptakan strategi untuk berinteraksi dengan pelanggan melalui platform digital dengan penguatan media sosial, program loyalitas pelanggan, keterlibatan komunitas online, menawarkan pengalaman omni-channel, evaluasi dan respon terhadap ulasan; Strategi pemasaran digital yang digunakan pada platform belanja konsumen online, e-marketplace, dan lelang online yang memaksimalkan platform digital, menggunakan media sosial, iklan berbayar, membangun saluran e-commerce yang kuat, bekerja sama dengan afiliasi dan influencer marketing. Kebaruan adanya temuan perubahan perilaku konsumen dan perkembangan teknologi menciptakan strategi penciptaan nilai pelanggan yang solid. Implikasi penelitian membagikan kontribusi dan strategi bagi perusahaan berkelanjutan. Kata kunci: pemasaran digital, dinamika perilaku konsumen, nilai pelanggan, industri e-commerce Abstract This study aims to connect digital marketing with customer loyalty in the e-commerce sector. It focuses on digital platform companies and how they can improve client loyalty through services, experiences, and product offerings.The study used descriptive qualitative research and relied on secondary data. Data collection methods included online monitoring and recording. The analysis process involved collecting, reducing, presenting, and formulating conclusions. The results show that consumer behaviour and technology are constantly changing. This requires strategies to engage customers through digital platforms. Some strategies include improving social media presence, implementing customer loyalty programs, fostering online community interaction, providing omnichannel experiences, and addressing reviews. Digital marketing strategies on online shopping platforms, e-marketplaces, and online auctions optimize digital platforms. This includes leveraging social media, using paid advertising, establishing e-commerce channels, and collaborating with affiliates and influencers.The research findings are unique and provide insights into sustainable enterprise strategies. Keywords: digital marketing, consumer behaviour dynamics, customer value, e-commerce industry