STRATEGI MANAJEMEN PEMASARAN DIGITAL UNTUK PENINGKATAN DAYA SAING, NILAI PELANGGAN DAN LOYALITAS KONSUMEN

Authors

  • Putra Ilhamsyah Universitas Ubudiyah Indonesia
  • Insan Nuhari
  • Soraya Lestari

DOI:

https://doi.org/10.33143/r4rk2524

Abstract

Manajemen pemasaran merupakan fungsi strategis dalam organisasi yang berperan penting dalam menciptakan nilai pelanggan, meningkatkan kepuasan konsumen, membangun loyalitas, serta menjaga keberlanjutan usaha. Perubahan lingkungan bisnis yang sangat dinamis, kemajuan teknologi informasi, globalisasi pasar, dan perubahan perilaku konsumen telah mendorong perusahaan untuk menerapkan strategi pemasaran yang inovatif dan adaptif. Penelitian ini bertujuan untuk menganalisis penerapan manajemen pemasaran dalam meningkatkan daya saing perusahaan serta loyalitas pelanggan pada era digital. Metode penelitian yang digunakan adalah pendekatan deskriptif kuantitatif dengan memanfaatkan data sekunder dari laporan resmi pemerintah, hasil survei industri, jurnal ilmiah, dan publikasi lembaga riset pemasaran. Hasil penelitian menunjukkan bahwa kualitas produk, harga kompetitif, promosi digital, citra merek, pelayanan pelanggan, inovasi, dan pemanfaatan teknologi informasi memiliki pengaruh signifikan terhadap keputusan pembelian dan loyalitas pelanggan. Perusahaan yang mampu mengintegrasikan pemasaran tradisional dan digital secara konsisten cenderung memiliki keunggulan kompetitif lebih baik dibanding pesaing. Oleh karena itu, manajemen pemasaran modern harus berbasis pelanggan, berbasis data, dan berorientasi pada hubungan jangka panjang.

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Published

2026-04-01

Issue

Vol. 12 No. 1 (2026): APRIL 2026

Section

Articles

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