PENGARUH DIGITAL MARKETING TERHADAP CUSTOMER LOYALTY DENGAN CUSTOMER EXPERIENCE DAN DIGITAL PROMOTION SEBAGAI VARIABEL INTERVENING PADA EXCELSO DI SURABAYA

Kelvin - Aliwinoto

Abstract


Perkembangan teknologi di masa kini bergerak dengan cepat seiring berjalannya era modern. Teknologi yang berkembang dengan pesat ini berperan penting dalam membantu manusia untuk menyalurkan dan memperoleh informasi dengan mudah, cepat dan akurat. Kegunaan teknologi telah dimanfaatkan di setiap aspek kehidupan sehari-hari, termasuk dalam berbisnis. Teknologi dapat digunakan sebagai alat pemasaran yang dimana merupakan bagian dari digital marketing. Sebagai salah satu strategi promosi, digital marketing suatu perusahaan harus mampu meningkatkan customer experience. Selain itu, digital marketing juga harus mampu meningkatkan digital promotion. Harapannya adalah customer experience dan digital promotion mampu meningkatkan customer loyalty pada Excelso. Penelitian ini bertujuan untuk mengetahui pengaruh digital marketing terhadap customer loyalty dengan customer experience dan digital promotion sebagai variabel intervening pada Excelso di Surabaya. Hasil dari penelitian ini menunjukkan bahwa digital marketing memiliki pengaruh positif terhadap customer loyalty dan digital promotion. Begitu juga dengan customer experience dan digital promotion berpengaruh positif terhadap customer loyalty.


Keywords


digital marketing; customer exoerience; digital promotion; customer loyalty

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