Exploring the Impact of Digital Marketing Strategies and Customer Perception on Brand Loyalty: Evidence from Eiger Store Jember
DOI:
https://doi.org/10.31150/ajebm.v8i2.3282Keywords:
Social Media Marketing, Customer Experience, Influencer Marketing, Brand Loyalty, Digital Engagement, Consumer Trust, Digital Marketing StrategyAbstract
This study explores the influence of social media marketing, customer experience, and influencers on brand loyalty among Eiger customers in Jember. As digital marketing continues to evolve, understanding how these factors shape consumer loyalty is crucial for businesses. Using a quantitative approach, this research employs multiple linear regression analysis on data collected from 120 respondents through purposive sampling. The findings indicate that social media marketing significantly enhances brand loyalty by fostering stronger engagement and trust. Similarly, customer experience plays a vital role in shaping consumer perceptions, as positive interactions create emotional connections that encourage long-term commitment. Furthermore, influencers serve as key opinion leaders whose credibility and appeal strengthen consumer trust and loyalty toward the brand. These results highlight the importance of a well-integrated digital marketing strategy that prioritizes interactive social media engagement, consistent and meaningful customer experiences, and collaborations with relevant influencers. By optimizing these factors, businesses can enhance customer retention and maintain a competitive edge in an increasingly dynamic marketplace.
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