Consumer Loyalty Exceeding Repeat Purchases: Compelling Digital Marketing is Combined with Trustworthy Transactions
DOI:
https://doi.org/10.59971/jumawa.v3i4.457Keywords:
Customer Loyalty, Customer Trust, Digital Marketing, e-CommerceAbstract
Advances in digital technology have brought about significant changes in the world, especially in marketing strategies, particularly in the e-commerce sector. Digital marketing has become the main tool for companies to reach a wide range of consumers. Through digital marketing, companies have broader opportunities and a platform to market their products. Meanwhile, customer trust plays an important role in forming a sustainable relationship between sellers and buyers. This research was conducted to analyze consumers in e-commerce. The method used in this research was a quantitative approach, using a questionnaire survey distributed to e-commerce users, especially students. Data analysis was performed using regression techniques to assess the relationships among variables. The results showed that digital marketing had a positive and significant effect on consumer loyalty. Meanwhile, customer trust was also found to be an important factor in strengthening loyalty, though its influence was stronger when mediated by purchasing experience. Previous findings confirm that combining effective digital marketing strategies with efforts to build consumer trust can create more loyal, sustainable consumers who will make repeat purchases.
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