Strategi Digital Marketing dalam Meningkatkan Loyalitas Pelanggan Pada UMKM Lokal Bekasi di Era Industri 5.0
Abstract
Abstrak. Perkembangan teknologi di era Industri 5.0 telah mendorong pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) Lokal Bekasi untuk mengadopsi strategi pemasaran digital dalam menjalankan kegiatan bisnisnya. Penelitian ini bertujuan untuk menganalisis bagaimana strategi pemasaran digital dapat meningkatkan loyalitas konsumen pada UMKM Lokal, khususnya melalui pemanfaatan media sosial, e-commerce, dan customer relationship management (CRM) berbasis digital. Metode penelitian yang digunakan adalah kualitatif dengan pendekatan studi kasus pada beberapa UMKM Lokal Bekasi yang aktif melakukan digital marketing. Hasil penelitian menunjukkan bahwa penerapan strategi digital seperti konten pemasaran yang menarik, interaksi aktif dengan pelanggan di platform online, serta pemanfaatan data pelanggan secara tepat terbukti mampu meningkatkan keterlibatan dan loyalitas konsumen. Penelitian ini menyimpulkan bahwa pemasaran digital bukan hanya alat promosi, tetapi juga strategi membangun hubungan jangka panjang dengan konsumen yang efektif dan relevan di era transformasi digital saat ini.
Kata kunci: Pemasaran Digital, Loyalitas Konsumen, UMKM, Industri 5.0, Strategi Bisnis.
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Open Access
HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
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