<![CDATA[The development of the digital ecosystem has driven the growth of startup businesses in Indonesia while also intensifying competition, making the ability to retain customers just as important as acquiring new ones. This study aims to analyze the effect of marketing strategies on customer loyalty in startup businesses through a qualitative literature review approach. Data were obtained from relevant scientific articles published between 2021 and 2025 and analyzed using qualitative descriptive methods through the processes of data collection, categorization, and synthesis of findings. The results indicate that marketing strategies significantly contribute to shaping customer loyalty, particularly by enhancing satisfaction, trust, and a more personalized customer experience. The implementation of digital marketing, CRM, and relational approaches has proven to strengthen long-term engagement between companies and customers. However, their effectiveness is also influenced by service quality and brand perception. These findings confirm that integrated, relationship-oriented marketing strategies are critical factors in sustaining customer loyalty in startup businesses in the digital era.]]>
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