PENINGKATAN LOYALITAS PELANGGAN MELALUI KOMUNIKASI PEMASARAN DIGITAL PADA UMKM DI CILEUNGSI
Abstract
Purpose―This study aims to describe the digital marketing communication strategies implemented by culinary MSMEs in Bogor City and to utilize them in building customer loyalty.
Method—The study used a descriptive qualitative approach with a case study method on five culinary MSMEs that actively use social media. Data were collected through in-depth interviews, observations, and documentation.
Finding—The results of the study show that MSMEs use various digital communication channels such as Instagram, WhatsApp Business, and TikTok to maintain relationships with customers. The most effective strategies include interactive content, product storytelling, quick response to customers, and branding consistency. These strategies have a positive impact on building emotional relationships and increasing the frequency of repeat purchases.
Implication— This study indicate that consistent and relevant digital marketing communications can increase customer loyalty of MSMEs in Cileungsi. Therefore, MSMEs are advised to utilize social media, email marketing, and digital content in a structured manner to maintain long-term relationships with customers. Digital marketing training also needs to be improved so that MSMEs are able to design effective communication strategies.
Keywords— MSME, digital marketing communication, customer loyalty, social media.