The Influence of Digital Marketing and Service Quality on Customer Loyalty (on MSME Entrepreneurship Case Study "Uni Eti Cosmetic Store" in Bandar Lampung)

Authors

  • Syahril Daud Universitas Bandar Lampung, Indonesia
  • Angelica Maharani DK Universitas Bandar Lampung, Indonesia
  • Jingga Imelya Universitas Bandar Lampung, Indonesia
  • Monica Amellia Universitas Bandar Lampung, Indonesia

DOI:

https://doi.org/10.57235/aurelia.v4i1.5009

Keywords:

Digital Marketing, Service Quality, Customer Loyalty, MSMEs.

Abstract

This study examines the influence of digital marketing and service quality on customer loyalty at Uni Eti Cosmetics Store. Through a quantitative approach and case study, this study analyzes the relationship between the independent variables of digital marketing (X1) and service quality (X2) and the dependent variable of customer loyalty (Y). The results of the study indicate that digital marketing has a significant influence on customer loyalty, while service quality does not show a significant influence. However, simultaneously, digital marketing and service quality have a positive and significant influence on customer loyalty. These findings highlight the importance of an effective digital marketing strategy in attracting and retaining customers, as well as the important role of service quality in creating higher customer satisfaction. This study recommends that Uni Eti Cosmetics Store continue to improve its digital marketing strategy and pay attention to service quality to increase customer loyalty and achieve long-term success.

Downloads

Download data is not yet available.

References

Adhitya Akbar, L. D. N. (2019). Peingaruh Kualitas Peilayanan Teirhadap Loiyalitas Peilanggan Meilalui Keipuasan Peilanggan Jasa Transpoirtasi Onlinei. Jurnal Ekoinoimi, 24(2), 213. https://doii.oirg/10.24912/jei.v24i2.574

Anggraini, F., & Budiarti, A. (2020). FIFIN. JUPE Voilumei 08 Noimoir 03 Tahun 2020, 86–94.

Ayu Afifah Tanamal, N., Ali, S., & Ekoinoimi dan Bisnis Univeirsitas Peimbangunan Nasioinal Veiteiran Jakarta Jl Rs Fatmawati Noi, F. (2020a). ANALISIS PENGARUH PEMASARAN DIGITAL DAN KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN GRABBIKE. In PROSIDING BIEMA Busineiss Manageimeint, Ecoinoimic, and Accoiunting Natioinal Seiminar (Voil. 1).

Ayu Afifah Tanamal, N., Ali, S., & Ekoinoimi dan Bisnis Univeirsitas Peimbangunan Nasioinal Veiteiran Jakarta Jl Rs Fatmawati Noi, F. (2020b). ANALISIS PENGARUH PEMASARAN DIGITAL DAN KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN GRABBIKE. In PROSIDING BIEMA Busineiss Manageimeint, Ecoinoimic, and Accoiunting Natioinal Seiminar (Voil. 1).

Ekoinoimi, F., & Unisma, B. (n.d.). ei-Jurnal Riseit Manajeimein PRODI MANAJEMEN PENGARUH ONLINE MARKETING DAN E-SERVICE QUALITY TERHADAP LOYALITAS DENGAN KEPUASAN SEBAGAI VARIABEL INTERVENING PADA ONLINE SHOP JOYISM MALANG Oleih : Afifa Fahrika*) N. Rachma**) Afi Rachmat Slameit***). www.fei.unisma.ac.id

Heindarsyah, D. (2020). Peimasaran Digital Dalam Keiwirausahaan. IQTISHADUNA: Jurnal Ilmiah Ekoinoimi Kita, 9(1), 25–43. https://doii.oirg/10.46367/iqtishaduna.v9i1.209

Ihsan, R. A., Afifah, H. J., Jasmiein, L., Qisthi, M. N., & Maeisaroih, S. S. (2023). Peingaruh Peimasaran Digital dan Keimudahan Peinggunaan Platfoirm Markeitplacei Shoipeiei teirhadap Minat Beili Mahasiswa Bisnis Digital. 16(1), 157–167. https://doii.oirg/10.51903/ei-bisnis.v16i1

Lu, L. ’, Maknunah, U., & Astuningtyas, E. (n.d.). PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN LEMBAGA KURSUS DAN PELATIHAN (LKP) CITRA JELITA DESA WONOREJO KECAMATAN SRENGAT KABUPATEN BLITAR THE INFLUENCE OF SERVICE QUALITY ON CONSUMER SATISFACTION COURSE AND TRAINING INSTITUTION (LKP) CITRA JELITA WONOREJO VILLAGE, SRENGAT DISTRICT BLITAR DISTRICT: Voil. XIV.

Masitoih, M. R., & Wiboiwoi, H. A. (2019). Peingaruh Kualitas Peilayanan, Keipuasan Peilanggan, dan Keipeircayaan Meireik Teirhadap Loiyalitas Peilanggan Pada Peingguna Aplikasi Moibilei Shoipeiei. In Jurnal Sains Manajeimein (Voil. 5, Issuei 1). https://eikoinoimi.koimpas.coim/reiad/2018/11/08/172007426/ini-3-ei-coimmeircei-yang-paling-

Nurjanah, R., Surhayani, S., & Asih, N. (n.d.). LOYALITAS HARDIANTO).

Peindidikan, J., & Koinseiling, D. (n.d.). Strateigi Peimasaran Digital dan Kualitas Proiduk untuk Meindapatkan Loiyalitas Peilanggan (Voil. 4).

Roihaeini, H., & Marwa, N. (n.d.). Heini Roihaeini1 (2018).

Roistiani, A., Leistari, R., & Nurwulandari, A. (n.d.). Fair Valuei : Jurnal Ilmiah Akuntansi dan Keiuangan Peingaruh kualitas proiduk, kualitas peilayanan dan peimasaran digital teirhadap loiyalitas peilanggan meilalui keipuasan peilanggan di Aparteimein Keimang Grup PT Pudjiadi Preistigei Tbk Jakarta. https://joiurnal.ikoipin.ac.id/indeix.php/fairvaluei

Saputra, A., Papiloi, P., & Marizal, M. (2020). Peingaruh Peimasaran Digital dan Duta Meireik Teirhadap Keisadaran Meireik PT ABC Reigioinal Riau (Issuei SNTIKI).

Sugiyoinoi. (2017). Meitoidei peineilitian kuantitatif, kualitatif, dan R&D. Alfabeita.

Tioing, P., & Tioing, P. (n.d.). "VOL. 1 NO. 2 2018 PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN PT. PRIMAGUM SEJATI DI MAKASSAR Effeict Of Quality Of Seirvicei Toi Custoimeir Loiyalty PT. Primagum Seijati In Makassar. https://joiurnal.stieiamkoip.ac.id/indeix.php/seiikoi

Downloads

Published

2024-12-30

Issue

Vol. 4 No. 1 (2025): January 2025

Section

Articles

Citation Check

License

  1. Authors certify that the work reported here has not been published before and contains no materials the publication of which would violate any copyright or other personal or proprietary right of any person or entity.
  2. Authors dont transfer or license the copyright of publishing to AURELIA: Jurnal Penelitian dan Pengabdian Masyarakat Indonesia Research to publish the article in any media format, to share, to disseminate, to index, and to maximize the impact of the article in any databases.
  3. Authors hereby dont agree to transfer a copyright for publishing to AURELIA: Jurnal Penelitian dan Pengabdian Masyarakat Indonesia a Publisher of the manuscript. 
  4. Authors reserve the following: 
    1. all proprietary rights other than copyright such as patent rights; 
    2. the right to use all or part of this article in future works of our own such as in books and lectures;
    3. use for presentation in a meeting or conference and distributing copies to attendees; 
    4. use for internal training by author's company;
    5. distribution to colleagues for their research use;
    6. use in a subsequent compilation of the author's works;
    7. inclusion in a thesis or dissertation;
    8. reuse of portions or extracts from the article in other works (with full acknowledgement of final article);
    9. preparation of derivative works (other than commercial purposes) (with full acknowledgement of final article); and
    10. voluntary posting on open web sites operated by author or author’s institution for scholarly purposes, but it should follow the open access license of Creative Common CC BY-NC License.