<![CDATA[This study aims to examine the effect of digital marketing strategy on customer loyalty toward G2G (Glad2Glow) skincare products in Bima City. This research employed a quantitative approach using an associative research design. The population consisted of people in Bima City who had purchased and used G2G (Glad2Glow) skincare products, while the sample comprised 30 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire. The data were analyzed using validity and reliability tests, simple linear regression, correlation coefficient, coefficient of determination, and t-test with the assistance of SPSS version 22. The findings indicate that all questionnaire items were valid and reliable. The regression equation obtained was Y = 15.407 + 0.845X. The correlation coefficient (R) of 0.884 indicates a very strong relationship between digital marketing strategy and customer loyalty. The coefficient of determination (R²) of 0.782 shows that digital marketing strategy explains 78.2% of the variation in customer loyalty, while the remaining 21.8% is influenced by other factors not examined in this study. The t-test results show that the calculated t-value of 10.021 is greater than the t-table value of 2.048 with a significance value of 0.000 < 0.05. Therefore, digital marketing strategy has a positive and significant effect on customer loyalty toward G2G (Glad2Glow) skincare products in Bima City.]]>
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