Increasing Consumers with Satisfaction Application based Digital Marketing Strategies
Corresponding Author(s) : Jihan Zanubiya
Startupreneur Business Digital (SABDA Journal),
Vol. 2 No. 1 (2023): Startupreneur Business Digital (SABDA)
Abstract
As technology advances, more complex tools are produced that can be used as a medium in the creation of consumer-focused business operations. More and more businesses are switching from traditional marketing to digital marketing, but there are still many businesses that are less effective in implementing digital marketing strategies. the importance of digital marketing in today's digital era and technological developments that affect the way businesses interact with customers. One way of combining these technologies is marketing practices that utilize digital marketing techniques. The purpose of this research is to evaluate and explore how exposure to digital marketing strategy concepts can increase customer satisfaction using an application basis. The research method used in this research is descriptive, by collecting and analyzing data systematically and objectively. Secondary research data obtained from literature studies in the form of theories and empirical findings from previous studies. The results show that an effective digital marketing strategy includes: a solid understanding of the target market and segmentation, choosing the right marketing platform, interesting and relevant content, search engine optimization, ongoing customer interaction and interest. The conclusion that can be drawn from the findings of the discussion is that an application-based digital marketing strategy, organizations involve an analysis of internal and external elements to choose the best digital marketing approach.
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- H. Purwanto, A. Pranaditya, M. Trihudiyatmanto, and A. Puspitarini, “Consumer Satisfaction: In the Relationship of Service Quality to Loyalty,” 2022.
- S. Kosasi, I. D. A. E. Yuliani, and U. Rahardja, “Boosting e-service quality of online product businesses through it leadership,” in 2022 International Conference on Science and Technology (ICOSTECH), 2022, pp. 1–10.
- U. Rahardja, “Social Media Analysis as a Marketing Strategy in Online Marketing Business,” Startupreneur Bisnis Digital (SABDA Journal), vol. 1, no. 2, pp. 176–182, 2022.
- V. A. Vieira, M. I. S. de Almeida, R. Agnihotri, N. S. D. A. C. da Silva, and S. Arunachalam, “In pursuit of an effective B2B digital marketing strategy in an emerging market,” J Acad Mark Sci, vol. 47, no. 6, pp. 1085–1108, 2019.
- S. S. Veleva and A. I. Tsvetanova, “Characteristics of the digital marketing advantages and disadvantages,” in IOP Conference Series: Materials Science and Engineering, 2020, vol. 940, no. 1, p. 012065.
- D. P. Lazirkha, J. Hom, and V. Melinda, “Quality Analysis Of Digital Business Services In Improving Customer Satisfaction,” Startupreneur Bisnis Digital (SABDA Journal), vol. 1, no. 2, pp. 156–166, 2022.
- A. PUSPANINGRUM, “Social media marketing and brand loyalty: The role of brand trust,” The Journal of Asian Finance, Economics and Business, vol. 7, no. 12, pp. 951–958, 2020.
- S. Kataria and V. Saini, “The mediating impact of customer satisfaction in relation of brand equity and brand loyalty: An empirical synthesis and re-examination,” South Asian Journal of Business Studies, vol. 9, no. 1, pp. 62–87, 2019.
- T. T. Le, H. Q. Ngo, and L. Aureliano-Silva, “Contribution of corporate social responsibility on SMEs’ performance in an emerging market–the mediating roles of brand trust and brand loyalty,” International Journal of Emerging Markets, no. ahead-of-print, 2021.
- M. Tuti and V. Sulistia, “The Customer Engagement Effect on Customer Satisfaction and Brand Trust and Its Impact on Brand Loyalty,” Jurnal Manajemen Bisnis, vol. 13, no. 1, pp. 1–15, 2022.
- B. Setiawan and E. Patricia, “THE ROLE OF BRAND RELIABILITY AND BRAND INTENTION IN MEDIATING THE RELATIONSHIP BETWEEN CUSTOMER SATISFACTION AND BRAND LOYALTY,” Riset: Jurnal Aplikasi Ekonomi Akuntansi dan Bisnis, vol. 4, no. 1, pp. 1–14, 2022.
- B. Kurdi, M. Alshurideh, I. Akour, H. Alzoubi, B. Obeidat, and A. Alhamad, “The role of digital marketing channels on consumer buying decisions through eWOM in the Jordanian markets,” International Journal of Data and Network Science, vol. 6, no. 4, pp. 1175–1186, 2022.
- Y. Burhanuddin, N. Khamisah, and S. F. Kertasari, “Utilization of E-Commerce and Digital Marketing to Increase Value-added Products for MSMEs and Home Businesses in Kerinjing Village,” Sricommerce: Journal of Sriwijaya Community Services, vol. 3, no. 1, pp. 57–64, 2022.
- J. S. da Fonseca, Á. Dias, L. Pereira, R. L. da Costa, R. Gonçalves, and R. V. da Silva, “Exploring the mediating role of marketing planning in enterprise marketing capabilities,” International Journal of Business Environment, vol. 14, no. 1, pp. 15–36, 2023.
- S. Sushitha and C. Shetty, “An Empirical Research on the Impact of Digital Marketing and Data Science on Indian Education System,” in ICT with Intelligent Applications, Springer, 2023, pp. 665–676.
- Z. Fauziah, B. H. Hayadi, L. Meria, and A. U. Hasanah, “Start Up Digital Business: Knowing Business Opportunities And Tips For Beginners,” Startupreneur Bisnis Digital, vol. 1, no. 1 April, pp. 97–106, 2022.
- U. Rahardja, “Meningkatkan Kualitas Sumber Daya Manusia Dengan Sistem Pengembangan Fundamental Agile,” ADI Bisnis Digital Interdisiplin Jurnal, vol. 3, no. 1, pp. 63–68, 2022.
- R. E. Santoso, A. G. Prawiyogi, U. Rahardja, F. P. Oganda, and N. Khofifah, “Penggunaan dan Manfaat Big Data dalam Konten Digital,” ADI Bisnis Digital Interdisiplin Jurnal, vol. 3, no. 2, pp. 88–91, 2022.
- H. Gui, U. Rahardja, X. Yang, and Y. Yan, “Ability Orientation or Good Character? Moderated Mediation Mechanism to Determine the Impact of Telepresence on Consumer Purchasing Intention in Cross-Border E-Commerce,” Front Psychol, vol. 13, 2022.
- B. Rawat, A. S. Bist, U. Rahardja, Q. Aini, and Y. P. A. Sanjaya, “Recent Deep Learning Based NLP Techniques for Chatbot Development: An Exhaustive Survey,” in 2022 10th International Conference on Cyber and IT Service Management (CITSM), 2022, pp. 1–4.
- S. Watini, H. Latifah, D. Rudianto, and N. A. Santoso, “Adaptation of Digital Marketing of Coffee MSME Products to Digital Transformation in the Era of the Covid-19 Pandemic,” Startupreneur Bisnis Digital, vol. 1, no. 1 April, pp. 23–32, 2022.
- D. Manongga, U. Rahardja, I. Sembiring, N. Lutfiani, and A. B. Yadila, “Pengabdian Masyarakat dalam Pemberdayaan UMKM dengan Melakukan Implementasi Website Menggunakan Plugin Elementor Sebagai Media Promosi,” ADI Pengabdian Kepada Masyarakat, vol. 3, no. 1, pp. 44–53, 2022.
- A. Himki, T. Ramadhan, Y. Durachman, and E. S. Pramono, “Digital Business Entrepreneurship Decisions: An E-Business Analysis (A Study Literature Review),” Startupreneur Bisnis Digital, vol. 1, no. 1 April, pp. 107–113, 2022.
- V. Shankar, D. Grewal, S. Sunder, B. Fossen, K. Peters, and A. Agarwal, “Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches,” International Journal of research in Marketing, 2021.
- J. Kim, S. Kang, and K. H. Lee, “Evolution of digital marketing communication: Bibliometric analysis and network visualization from key articles,” J Bus Res, vol. 130, pp. 552–563, 2021.
- I. Handayani and R. Agustina, “Starting a digital business: Being a millennial entrepreneur innovating,” Startupreneur Bisnis Digital (SABDA Journal), vol. 1, no. 2, pp. 126–133, 2022.
- K. Arora and M. Faisal, “The Use of Data Science in Digital Marketing Techniques: Work Programs, Performance Sequences and Methods.,” Startupreneur Bisnis Digital (SABDA Journal), vol. 1, no. 2, pp. 143–155, 2022.
- H. Alzoubi, M. Alshurideh, B. Kurdi, I. Akour, and R. Aziz, “Does BLE technology contribute towards improving marketing strategies, customers’ satisfaction and loyalty? The role of open innovation,” International Journal of Data and Network Science, vol. 6, no. 2, pp. 449–460, 2022.
- C.-C. Huang, “The impacts of brand experiences on brand loyalty: mediators of brand love and trust,” Management Decision, 2017.
- H. E. Akoglu and O. Özbek, “The effect of brand experiences on brand loyalty through perceived quality and brand trust: a study on sports consumers,” Asia Pacific Journal of Marketing and Logistics, 2021.
References
H. Purwanto, A. Pranaditya, M. Trihudiyatmanto, and A. Puspitarini, “Consumer Satisfaction: In the Relationship of Service Quality to Loyalty,” 2022.
S. Kosasi, I. D. A. E. Yuliani, and U. Rahardja, “Boosting e-service quality of online product businesses through it leadership,” in 2022 International Conference on Science and Technology (ICOSTECH), 2022, pp. 1–10.
U. Rahardja, “Social Media Analysis as a Marketing Strategy in Online Marketing Business,” Startupreneur Bisnis Digital (SABDA Journal), vol. 1, no. 2, pp. 176–182, 2022.
V. A. Vieira, M. I. S. de Almeida, R. Agnihotri, N. S. D. A. C. da Silva, and S. Arunachalam, “In pursuit of an effective B2B digital marketing strategy in an emerging market,” J Acad Mark Sci, vol. 47, no. 6, pp. 1085–1108, 2019.
S. S. Veleva and A. I. Tsvetanova, “Characteristics of the digital marketing advantages and disadvantages,” in IOP Conference Series: Materials Science and Engineering, 2020, vol. 940, no. 1, p. 012065.
D. P. Lazirkha, J. Hom, and V. Melinda, “Quality Analysis Of Digital Business Services In Improving Customer Satisfaction,” Startupreneur Bisnis Digital (SABDA Journal), vol. 1, no. 2, pp. 156–166, 2022.
A. PUSPANINGRUM, “Social media marketing and brand loyalty: The role of brand trust,” The Journal of Asian Finance, Economics and Business, vol. 7, no. 12, pp. 951–958, 2020.
S. Kataria and V. Saini, “The mediating impact of customer satisfaction in relation of brand equity and brand loyalty: An empirical synthesis and re-examination,” South Asian Journal of Business Studies, vol. 9, no. 1, pp. 62–87, 2019.
T. T. Le, H. Q. Ngo, and L. Aureliano-Silva, “Contribution of corporate social responsibility on SMEs’ performance in an emerging market–the mediating roles of brand trust and brand loyalty,” International Journal of Emerging Markets, no. ahead-of-print, 2021.
M. Tuti and V. Sulistia, “The Customer Engagement Effect on Customer Satisfaction and Brand Trust and Its Impact on Brand Loyalty,” Jurnal Manajemen Bisnis, vol. 13, no. 1, pp. 1–15, 2022.
B. Setiawan and E. Patricia, “THE ROLE OF BRAND RELIABILITY AND BRAND INTENTION IN MEDIATING THE RELATIONSHIP BETWEEN CUSTOMER SATISFACTION AND BRAND LOYALTY,” Riset: Jurnal Aplikasi Ekonomi Akuntansi dan Bisnis, vol. 4, no. 1, pp. 1–14, 2022.
B. Kurdi, M. Alshurideh, I. Akour, H. Alzoubi, B. Obeidat, and A. Alhamad, “The role of digital marketing channels on consumer buying decisions through eWOM in the Jordanian markets,” International Journal of Data and Network Science, vol. 6, no. 4, pp. 1175–1186, 2022.
Y. Burhanuddin, N. Khamisah, and S. F. Kertasari, “Utilization of E-Commerce and Digital Marketing to Increase Value-added Products for MSMEs and Home Businesses in Kerinjing Village,” Sricommerce: Journal of Sriwijaya Community Services, vol. 3, no. 1, pp. 57–64, 2022.
J. S. da Fonseca, Á. Dias, L. Pereira, R. L. da Costa, R. Gonçalves, and R. V. da Silva, “Exploring the mediating role of marketing planning in enterprise marketing capabilities,” International Journal of Business Environment, vol. 14, no. 1, pp. 15–36, 2023.
S. Sushitha and C. Shetty, “An Empirical Research on the Impact of Digital Marketing and Data Science on Indian Education System,” in ICT with Intelligent Applications, Springer, 2023, pp. 665–676.
Z. Fauziah, B. H. Hayadi, L. Meria, and A. U. Hasanah, “Start Up Digital Business: Knowing Business Opportunities And Tips For Beginners,” Startupreneur Bisnis Digital, vol. 1, no. 1 April, pp. 97–106, 2022.
U. Rahardja, “Meningkatkan Kualitas Sumber Daya Manusia Dengan Sistem Pengembangan Fundamental Agile,” ADI Bisnis Digital Interdisiplin Jurnal, vol. 3, no. 1, pp. 63–68, 2022.
R. E. Santoso, A. G. Prawiyogi, U. Rahardja, F. P. Oganda, and N. Khofifah, “Penggunaan dan Manfaat Big Data dalam Konten Digital,” ADI Bisnis Digital Interdisiplin Jurnal, vol. 3, no. 2, pp. 88–91, 2022.
H. Gui, U. Rahardja, X. Yang, and Y. Yan, “Ability Orientation or Good Character? Moderated Mediation Mechanism to Determine the Impact of Telepresence on Consumer Purchasing Intention in Cross-Border E-Commerce,” Front Psychol, vol. 13, 2022.
B. Rawat, A. S. Bist, U. Rahardja, Q. Aini, and Y. P. A. Sanjaya, “Recent Deep Learning Based NLP Techniques for Chatbot Development: An Exhaustive Survey,” in 2022 10th International Conference on Cyber and IT Service Management (CITSM), 2022, pp. 1–4.
S. Watini, H. Latifah, D. Rudianto, and N. A. Santoso, “Adaptation of Digital Marketing of Coffee MSME Products to Digital Transformation in the Era of the Covid-19 Pandemic,” Startupreneur Bisnis Digital, vol. 1, no. 1 April, pp. 23–32, 2022.
D. Manongga, U. Rahardja, I. Sembiring, N. Lutfiani, and A. B. Yadila, “Pengabdian Masyarakat dalam Pemberdayaan UMKM dengan Melakukan Implementasi Website Menggunakan Plugin Elementor Sebagai Media Promosi,” ADI Pengabdian Kepada Masyarakat, vol. 3, no. 1, pp. 44–53, 2022.
A. Himki, T. Ramadhan, Y. Durachman, and E. S. Pramono, “Digital Business Entrepreneurship Decisions: An E-Business Analysis (A Study Literature Review),” Startupreneur Bisnis Digital, vol. 1, no. 1 April, pp. 107–113, 2022.
V. Shankar, D. Grewal, S. Sunder, B. Fossen, K. Peters, and A. Agarwal, “Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches,” International Journal of research in Marketing, 2021.
J. Kim, S. Kang, and K. H. Lee, “Evolution of digital marketing communication: Bibliometric analysis and network visualization from key articles,” J Bus Res, vol. 130, pp. 552–563, 2021.
I. Handayani and R. Agustina, “Starting a digital business: Being a millennial entrepreneur innovating,” Startupreneur Bisnis Digital (SABDA Journal), vol. 1, no. 2, pp. 126–133, 2022.
K. Arora and M. Faisal, “The Use of Data Science in Digital Marketing Techniques: Work Programs, Performance Sequences and Methods.,” Startupreneur Bisnis Digital (SABDA Journal), vol. 1, no. 2, pp. 143–155, 2022.
H. Alzoubi, M. Alshurideh, B. Kurdi, I. Akour, and R. Aziz, “Does BLE technology contribute towards improving marketing strategies, customers’ satisfaction and loyalty? The role of open innovation,” International Journal of Data and Network Science, vol. 6, no. 2, pp. 449–460, 2022.
C.-C. Huang, “The impacts of brand experiences on brand loyalty: mediators of brand love and trust,” Management Decision, 2017.
H. E. Akoglu and O. Özbek, “The effect of brand experiences on brand loyalty through perceived quality and brand trust: a study on sports consumers,” Asia Pacific Journal of Marketing and Logistics, 2021.