<![CDATA[Shopee is the most visited e-commerce platform in Indonesia, followed by Tokopedia and other platforms. The high level of e-commerce usage in Indonesia is driven by several factors, including population growth and advances in technology. This study aims to analyze the role of content marketing in enhancing customer loyalty on e-commerce platforms, with a particular focus on understanding the impact of content marketing on customer loyalty on Shopee, the challenges and obstacles encountered, and the strategies that can be implemented to overcome these challenges. This study employs a qualitative method with a case study approach, using secondary data as the primary source of information. The secondary data are obtained from various relevant documents, books, and articles related to the impact of content marketing on customer loyalty on the Shopee e-commerce platform. The findings indicate that content marketing plays an important role in building customer loyalty in e-commerce. It contributes to increasing customer engagement, strengthening brand awareness, and enhancing the knowledge of both sellers and buyers through educational content.]]>
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