Strategi Inovatif Pemasaran Digital: Meningkatkan Loyalitas Konsumen Di Era Revolusi Teknologi
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Abstrak
Dalam era revolusi teknologi yang berkembang pesat, pemasaran digital telah menjadi elemen penting dalam strategi bisnis. Fenomena ini didorong oleh peningkatan penggunaan internet dan perangkat digital yang mengubah interaksi konsumen dengan merek. Penelitian ini bertujuan untuk mengidentifikasi strategi inovatif pemasaran digital yang efektif dalam meningkatkan loyalitas konsumen di Pusat Grosir Bandung, yang merupakan salah satu pusat perdagangan terbesar di Indonesia. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus, dan pengumpulan data dilakukan melalui wawancara mendalam dengan manajer pemasaran, pelaku usaha, serta pelanggan. Hasil penelitian menunjukkan bahwa strategi pemasaran digital yang diterapkan Pusat Grosir Bandung, seperti penggunaan media sosial, personalisasi berbasis data, dan platform TikTok, telah berhasil meningkatkan loyalitas pelanggan. Namun, masih terdapat tantangan terkait pengiriman barang dan literasi digital di kalangan pelaku usaha. Penelitian ini memberikan kontribusi bagi pengelola pusat grosir dalam mengoptimalkan penggunaan platform digital untuk meningkatkan loyalitas pelanggan, serta bagi pelaku usaha lokal dalam mengadopsi teknologi digital secara efektif.
Kata Kunci: Pemasaran Digital, Loyalitas Konsumen, Strategi Inovatif.
Abstract
In the era of rapid technological revolution, digital marketing has become an important element in business strategy. This phenomenon is driven by the increasing use of the internet and digital devices that change consumer interactions with brands. This study aims to identify innovative digital marketing strategies that are effective in increasing consumer loyalty at the Bandung Wholesale Center, which is one of the largest trading centers in Indonesia. This study uses a qualitative approach with a case study method, and data collection is carried out through in-depth interviews with marketing managers, business actors, and customers. The results of the study indicate that the digital marketing strategies implemented by the Bandung Wholesale Center, such as the use of social media, data-based personalization, and the TikTok platform, have succeeded in increasing customer loyalty. However, there are still challenges related to the delivery of goods and digital literacy among business actors. This study contributes to wholesale center managers in optimizing the use of digital platforms to increase customer loyalty, as well as to local business actors in adopting digital technology effectively.
Keywords: Digital Marketing, Consumer Loyalty, Innovative Strategy.
Teks Lengkap:
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DOI: https://doi.org/10.37531/yum.v7i3.7955
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