FROM CLICKS TO TRUST: THE ROLE OF DIGITAL MARKETING IN STRENGTHENING THE BRAND IMAGE OF LOCAL BUSINESSES

Abstract

The digital era has driven local businesses to adopt marketing strategies centered on consumer interaction and trust. This study analyzes the role of digital marketing in strengthening the brand image of Indonesian local businesses, using ECINOS, a rapidly growing social media based brand, as a case example. Using a qualitative literature review, the study examines ECINOS’ digital practices, including branding consistency, storytelling, and authentic content to build emotional connections. The findings show that effective digital marketing can turn digital interactions into brand trust, enhance customer loyalty, and strengthen the position of local businesses in competitive markets. Strategies emphasizing sustainability and local authenticity also align with SDG 8 and SDG 9. Thus, digital marketing serves as a crucial bridge from “clicks” to “trust” in building a strong and sustainable brand image.