DIGITAL MARKETING STRATEGIES IN ENHANCING CUSTOMER LOYALTY AMONG MSMES IN THE DIGITAL ECONOMY ERA

Abstract

In the era of the digital economy, Micro, Small, and Medium Enterprises (MSMEs) are required to adapt to the development of information technology in order to maintain competitiveness and increase customer loyalty. This study aims to examine effective digital marketing strategies for building and maintaining customer loyalty among MSMEs, with a focus on the use of social media, email marketing, and e-commerce platforms. The research method used is a literature review and a descriptive qualitative approach involving several MSMEs that have implemented these digital strategies. The results show that the use of social media platforms such as Instagram and TikTok can enhance emotional interaction between brands and customers. Email marketing is considered effective in maintaining long-term relationships through personalized messages and exclusive offers. Meanwhile, integration with e-commerce platforms provides convenience in transactions and creates an efficient and satisfying shopping experience. With the proper implementation of digital marketing strategies, MSMEs can significantly increase customer loyalty while expanding their market reach in an increasingly competitive digital landscape.