PENGARUH DIGITAL MARKETING DAN MARKETING STRATEGIS TERHADAP BISNIS SUKSES DI MEDIASI LOYALTY PADA UMKM AYAM GEPUK CIKARANG BARU DI KABUPATEN BEKASI
DOI:
https://doi.org/10.31004/jrpp.v8i2.46516Keywords:
Digital Marketing, Strategi Marketing, Bisnis Sukses, UMKMAbstract
Penelitian ini bertujuan untuk menguji pengaruh digital marketing dan marketing strategis terhadap bisnis sukses di mediasi loyalty, pada UMKM Ayam Gepuk Cikarang Baru di Kabupaten Bekasi. Penelitian ini dilatarbelakangi oleh pentingnya adaptasi pemasaran digital dan strategi yang tepat dalam menjaga daya saing UMKM di tengah persaingan kuliner yang kompetitif. Metode yang digunakan adalah kuantitatif melalui survei kuesioner kepada konsumen dengan teknik purposive sampling. Analisis data dilakukan menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui software SmartPLS 3.0.Hasil penelitian menunjukkan bahwa digital marketing dan strategi pemasaran berpengaruh signifikan terhadap loyalitas pelanggan. Loyalitas pelanggan juga terbukti memediasi hubungan tersebut terhadap kesuksesan bisnis. Temuan ini menegaskan bahwa membangun loyalitas melalui pendekatan digital dan strategis merupakan kunci dalam mendorong keberhasilan UMKM secara berkelanjutanReferences
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