STUDI LITERATUR: Strategi Marketing untuk Meningkatkan Kepuasan Pelanggan melalui Aplikasi Digital
Abstract
Perkembangan teknologi menghasilkan sarana yang semakin canggih, yang dapat digunakan sebagai media dalam pengembangan usaha bisnis berorientasi kepuasan pelanggan. Salah satu bentuk integrasi teknologi tersebut adalah dalam praktik pemasaran menggunakan strategi digital marketing. Tujuan dari penelitian iniadalah untuk mengkaji secara konseptual mengenai strategi digital marketing berbasis aplikasi dalam meningkatkan kepuasan pelanggan. Jenis penelitian adalah deskriptif dengan pendekatan kualitatif. Data penelitian merupakan data sekunder berupa teori dan temuan empiris penelitian terdahulu yang didapatkan menggunakan studi literatur. Kesimpulan yang dapat diambil dari hasil diskusi menyatakan bahwa integrasi strategi digital marketing berbasis aplikasi dalam sebuah bisnis memerlukan analisa faktor internal dan eksternal untuk menentukan strategi digital marketing yang paling tepat. Strategi tersebut pada intinya merupakan bentuk pemasaran yang menekankan komunikasi merek untuk dapat meningkatkan kepuasan pelanggan. Secara teoretis, strategi digital marketing berbasis aplikasi tidak hanya dapat mempengaruhi kepuasan merek, namun dapat juga menyebabkan meningkatnya kepercayaan merek dan loyalitas merek.
Kata Kunci: Marketing, Strategi, Digital, Kepuasan, Aplikasi
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