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.
Downloads
References
Mariani and Nambisan, “Innovation Analytics and Digital Innovation Experimentation: The Rise of Research-driven Online Review Platforms,” Technol Forecast Soc Change, vol. 3, no. April 2024, pp. 109–114, 2021.
U. Ummasyroh, Y. Astarina, D. Riana, U. Muharramah, and F. Africano, “Business Development Through The Application Of Financial Technology (Digital Payment) In MSMEs,” Asean International Journal of Business, vol. 3, no. 2, pp. 169–181, Aug. 2024, doi: 10.54099/aijb.v3i2.997.
S. Bag, G. Srivastava, M. M. Al Bashir, S. Kumari, M. Giannakis, and A. H. Chowdhury, “Journey of customers in this digital era: Understanding the role of artificial intelligence technologies in user engagement and conversion,” Benchmarking, vol. 29, no. 7, pp. 2074–2098, 2022, doi: 10.1108/BIJ-07-2021-0415.
R. H. Pandjaitan, “The Social Media Marketing Mix Trends in Indonesia for 2024: Communication Perspective,” Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia, vol. 9, no. 1, pp. 251–269, Jun. 2024, doi: 10.25008/jkiski.v9i1.1005.
W. Handayani, Y. Totok, T. Prasetio, and E. Pital-, “The effect of social media marketing on brand trust, brand equity and brand loyalty,” International Journal of Data and Network Science, vol. 6, pp. 961–972, 2022, doi: 10.5267/j.ijdns.2022.1.015.
B. Wijayantini, “Productive Economy Through Marketing Innovation Development,” Jurnal Aplikasi IPTEK Indonesia, vol. 3, no. 3, pp. 110–115, Feb. 2019, doi: 10.24036/4.1229.
E. T. K. Arniwita, O. Abriyoso, and B. Wijayantini, Manajemen Keuangan Teori dan Aplikasi., 1st ed., vol. 1. Solok: CV Insan Cendekia Mandiri., 2021.
U. Dudzinskaite, R. Correia, D. Venciute, and R. Fontes, “Increasing Customer Engagement in Digital Marketing Campaigns in a Time of AI,” 2024, pp. 48–80. doi: 10.4018/979-8-3693-2153-9.ch003.
C. H. Lee and H. R. Kim, “Positive and negative switching barriers: promoting hotel customer citizenship behaviour through brand attachment,” International Journal of Contemporary Hospitality Management, vol. 34, no. 11, pp. 4288–4311, 2022, doi: 10.1108/IJCHM-10-2021-1280.
B. Wijayantini and S. H. Umamy, “Improving The Effectiveness Of The Drug Queuing System: Case Study Of Citra Husada Hospital,” International Social Sciences and Humanities, vol. 2, no. 3, pp. 788–796, 2023.
A. Ferdinand, Metode Penelitian Manajemen, 5th ed. Indonesia: Badan Penerbit Universitas Diponegoro, 2014.
G. Wilson, O. Johnson, and W. Brown, “The Influence of Social Media Marketing on Brand Loyalty,” Proceeding International Business and Economics Conference (Ibec), vol. 2, pp. 61–69, 2023, doi: 10.47663/ibec.v2i1.77.
B. Wijayantini, A. Arif, and T. Sobri, “Transformasi Digital,” Jurnal Pengabdian Masyarakat IPTEKS, vol. 10, no. 2, pp. 189–197, Dec. 2024, doi: 10.32528/jpmi.v10i2.2236.
B. Wijayantini and Alfi. Arif, “Inovasi Keuangan Digital: Mendorong Pertumbuhan Pendapatan UMKM Kuliner Di Era Normal Baru.,” Jurnal Manajemen dan Bisnis Indonesia, vol. 10, no. 2, pp. 393–403, 2024.
M. Fasya et al., “Pengaruh Costumer Experience Terhadap Brand Loyalty Pada Mie Gacoan Cabang Dr . Mansyur Medan,” Jurnal Ekonomi dan Bisnis Digital, vol. 01, no. 04, pp. 908–914, 2024.
K. P. Mulyanto and D. Hariyanto, “The Influence of Influencer Credibility on Instagram on Consumer Trust and MS Glow Brand Loyalty,” Procedia of Social Sciences and Humanities International Conference On Emerging New Media and Social Science, vol. 0672, no. c, pp. 594–607, 2024.
K. Agustian, R. Hidayat, A. Zen, R. A. Sekarini, and A. J. Malik, “The Influence of Influencer Marketing in Increasing Brand Awareness and Sales for SMEs,” Technology and Society Perspectives (TACIT), vol. 1, no. 2, pp. 68–78, 2023, doi: 10.61100/tacit.v1i2.54.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Bagus Tri Swasono, Bayu Wijayantini, Yohanes Gunawan Wibowo

This work is licensed under a Creative Commons Attribution 4.0 International License.