Digital Marketing Dalam Menghadapi Persaingan Bisnis di Era Digital: Kajian Konseptual

Akhmad Irwansyah Siregar

Abstract


The development of digital technology has significantly changed the competitive landscape of businesses, forcing companies to adapt with more innovative and efficient strategies. Digital marketing emerges as one of the effective approaches in facing this challenge, enabling companies to expand market reach, improve interaction with consumers, and measure marketing performance in real-time. The implementation of digital marketing strategies is an effective solution in achieving this goal. This research examines how digital marketing can be used to strengthen consumer trust, form a strong corporate image, and increase customer loyalty. This research consists of several parts. First, the literature review focuses on digital marketing. Second, the research model and propositions developed in this study are based on the literature review of previous studies, and are discussed in depth in relation to trust, corporate image, and customer loyalty. The study results show that an integrated digital marketing strategy not only helps companies survive the competition, but also builds long-term relationships with customers, which ultimately increases trust and strengthens the company's image in the market. Proper implementation of these strategies is a key factor in business success in the digital age.


Keywords


digital marketing, corporate image, and customer loyalty.

Full Text:

PDF

References


Adona, Fitri. 2006. Citra dan Kekerasan dalam Iklan Perusahaan di Televisi. Padang: Andalas University Press

Adeniji, A., Osibanjo, A. O., Abiodun, A. J., & Oni-Ojo, E. E. 2014. Corporate image: A strategy for enhancing customer loyalty and profitability. Vision 2020: Sustainable Growth, Economic Development, and Global Competitiveness - Proceedings of the 23rd International Business Information Management Association Conference, IBIMA 2014, 1.

Afifah, A. N., & Najib, M. 2022. Digital marketing adoption and the influences towards business successes of MSMEs creative sector in Indonesia and Malaysia. Jurnal Aplikasi Manajemen, 16(3), 377-386.

Ajzen, I., & Fishbein, M. 2005. The influence of attitudes on behaviour. The Handbook of Attitudes.

Alguacil, M., García-Fernández, J., Calabuig, F., & Gálvez-Ruiz, P. 2022. How can the management of fitness centres be improved through corporate image and brand image? Economic Research-Ekonomska Istrazivanja , 35(1).

Alfian, A., & Wendrita, A. 2023. Pengaruh Citra Perusahaan Dan Lokasi Terhadap Kepuasan Nasabah Kendaraan Bermotor Pada Pt. Asuransi Bumi Putra Muda Padang. Jurnal Economina, 2(1), 241-253.

Ali, H., & Limakrisna, N. 2013. Metodologi penelitian (petunjuk praktis untuk pemecahan masalah bisnis, penyusunan skripsi, tesis, dan disertasi). Deeppublish: Yogyakarta.

Apriyani, S.S., & Mahmudi, M. 2020. Pengaruh Kualitas Pelayanan Taksi Online “My Bluebird’ dan “Grab” Terhadap Citra Perusahaan. Jurnal Visi Komunikasi.

Brodie, Roderick & Coviello, Nicole & Winklhofer, Heidi. 2008. Contemporary Marketing Practices Research Program: A Review of the First Decade. Journal of Business & Industrial Marketing. 23(2), 84-94.

Budiasni, N. W. N., & Sari, K. I. P. 2023. Pengaruh Kualitas Pelayanan, Harga Dan Strategi Digital Marketing Terhadap Minat Beli Di Ud. Suarningsih. Jurnal Daya Saing, 9(3), 601-610.

Cardoso, I. D. L. M. 2023. Pengaruh Digital Marketing Terhadap Kepuasan Pelanggan Serta Implikasi Terhadap Citra Perusahaan (Studi kasus pada PT Bank Rakyat Indonesia Tbk di Indonesia), Doctoral dissertation, Universitas Atma Jaya Yogyakarta.

Chaffey, D. & Ellis-Chadwick, F. 2019. Digital Marketing Strategy, Implementation, and Practice. 6 ed. United Kingdom: Pearson Education Limited.

Fauziah, N., Isyanto, P., & Yani, D. 2023. Pengaruh Konten Digital Marketing Dan Electronic Word Of Mouth Terhadap Minat Beli Di Tiktok Shop Pada Mahasiswa Program Studi Di Manajemen Universitas Buana Perjuangan Karawang. JISIP (Jurnal Ilmu Sosial dan Pendidikan), 7(1), 831-839.

Fawaid, A. 2017. Pengaruh digital marketing system, terhadap daya saing penjualan susu kambing etawa. IQTISHADIA Jurnal Ekonomi & Perbankan Syariah, 4(1), 104-119.

Frost, R., & Strauss, J. 2016. E-marketing. New York: Routledge.

Gray, E. R., & Balmer, J. M. T. 1998. Managing Corporate Image and Corporate Reputation. Long Range Planning, 31(5).

Hiola, R. 2022. Efek Interaksi Pemanfaatan Media Promosi Pada Strategi Digital Marketing dan Perilaku Konsumen Terhadap Minat Beli Konsumen. Paradoks: Jurnal Ilmu Ekonomi, 5(4), 285-295.

Indahingwati A. 2019. Kepuasan Konsumen dan Citra Institusi Kepolisian Pada Kualitas Layanan SIM Corner di Indonesia. Surabaya: CV Jakad Publishing.

Kaplan, A. M., & Haenlein, M. 2021. Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons.

Keller, K. L. 2009. Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2-3), 139-155.

Kennis, V., & Octavia, A. 2024. Pengaruh Digital Marketing Terhadap Kepuasan Nasabah Dengan Citra Perusahaan Sebagai Variabel Mediasi Pada Pt Bank Pembangunan Daerah Jambi Kcp Pemayung. Jurnal Manajemen Terapan dan Keuangan, 13(1), 137-151.

Kotler, 2013. Manajemen Pemasaran, Jilid 2. Penerbit Erlangga.

Kotler, P., & Armstrong, G. 2012. Prinsip-Prinsip Pemasaran Edisi 13. Journal of Chemical Information and Modeling, 1(1).

Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson Education.

Lazuardi, A. R., TS, A. R., Sudaryo, Y., & Efi, N. A. S. 2022. Analisis Penerapan Digital Marketing Terhadap Citra Perusahaan Melalui Kepuasan Nasabah Sebagai Variabel Intervening. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 6(2), 1881-1899.

Li, X. G., Wang, X., & Cai, Y. J. 2011. Corporate-, product-, and user-image dimensions and purchase intentions: The mediating role of cognitive and affective attitudes. Journal of Computers, 6(9).

Liang, T. P., & Turban, E. 2011. Introduction to the special issue social commerce: a research framework for social commerce. International Journal of Electronic Commerce, 16(2), 5–14.

Mangold, W. G., & Faulds, D. J. 2009. Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365.

Maryati, I., Purwandari, B., Santoso, H. B., & Budi, I. 2020, Implementation strategies for adopting digital library research support services in academic libraries in Indonesia. 2020 International Conference on Informatics, Multimedia, Cyber and Information System (ICIMCIS), 188-194). IEEE.

Mustika, S., Angreni, W., & Perwito, P. 2021. Pengaruh Digital Marketing Terhadap Citra Perusahaan Pada Pt. Pos Indonesia (Persero) Bandung 40000. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 5(2), 1543-1553.

Peter, P. J., & Olson, J. C. 2013. Perilaku Konsumen dan Strategi Pemasaran. Salemba Empat.

Prayitno, A. 2020. Pengertian digital marketing menurut para ahli, strategi, dan perkembangannya di Indonesia, diakses melalui website https://www. justaris. com/pengertiandigital-marketing-menurut-para-ahli-strategidan-perkembangannya-di-indonesia/,[25 Juli 2024].

Pulizzi, J. 2012. The rise of storytelling as the new marketing. Publishing Research Quarterly, 28(2), 116-123.

Purwana, D., Rahmi, R., & Aditya, S. 2017. Pemanfaatan digital marketing bagi usaha mikro, kecil, dan menengah (UMKM) di Kelurahan Malaka Sari, Duren Sawit. Jurnal Pemberdayaan Masyarakat Madani (JPMM), 1(1), 1-17.

Putra, G. B. S., Kumadji, S., & Hidayat, K. 2015. Pengaruh citra perusahaan terhadap minat berkunjung dan Keputusan Berkunjung (Survei Pada Pengunjung Taman Rekreasi PT. Selecta, Kota Batu, Jawa Timur). Brawijaya University.

Riyanto, S. 2020. Pengaruh Citra Perusahaan Terhadap Minat Beli Konsumen. Jurnal Manajemen Pemasaran, 8(1), 25-32.

Ryan, D. 2016. Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. Kogan Page Publishers.

Rogers, D. L. 2016, The digital transformation playbook: Rethink your business for the digital age. Columbia University Press

Sabila, N. 2019. Pengantar belajar digital marketing. Semarang: Stekom.

Schiffman, L., & Kanuk, L. L. 2007. Perilaku Konsumen, Edisi Kedua. PT. Indeks Gramedia.

Setiawan, I. 2022. Digital Marketing dan Pengaruhnya Terhadap Minat Beli Konsumen. Jurnal Pemasaran Digital, 10(2), 45-57.

Syah, M. D., Ali, H., & Khan, M. A. 2024. Determinasi Minat Beli dan Keputusan Pembelian: Analisis Digital Marketing dan Kualitas Pelayanan pada Kedai Kopi Flos Cibitung. Jurnal Manajemen dan Pemasaran Digital, 2(3), 273-285.

Sugiyono, 2019. Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alphabet.

Tarigan, P. S., Wahyono, D., Kusumawardhani, T., Sairdama, S. S., & Nugraha, A. R. 2023. Pengaruh Digital Marketing dan Brand Image Terhadap Minat Beli Produk Kosmetik Make Over. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 9(4), 1431-1439.

Villanova, Daniel & Matherly, Ted. 2023. EXPRESS: For Shame! Socially Unacceptable Brand Mentions on Social Media Motivate Consumer Disengagement. Journal of Marketing. 88(11).

Wolfinbarger, M., & Gilly, M. C. 2003. eTailQ: dimensionalizing, measuring and predicting etail quality. Journal of retailing, 79(3), 183-198.




DOI: http://dx.doi.org/10.33087/jiubj.v24i3.5678

Refbacks

  • There are currently no refbacks.


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

ADRESS JOURNAL

JURNAL ILMIAH UNIVERSITAS BATANGHARI JAMBI (JIUBJ)
Published by Lembaga Penelitian dan Pengabdian kepada Masyarakat
Adress: Jl.Slamet Ryadi, Broni-Jambi, Kec.Telanaipura, Kodepos: 36122, email: jiubj.unbari@gmail.com, Phone: 0741-670700

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