Peran Strategi Pemasaran Digital UMKM Banten terhadap Loyalitas Pelanggan (Studi Case Apex Banten)

Resita Septia Rahma; Abdi Ramdan; Rizky Aditiya; Siska Siska; Gilang Ramdan; Alvin Maulana

doi:10.59395/altifani.v4i5.581

Authors

Resita Septia Rahma Politeknik Piksi Input Serang
Abdi Ramdan Politeknik Piksi Input Serang
Rizky Aditiya Politeknik Piksi Input Serang
Siska Siska Politeknik Piksi Input Serang
Gilang Ramdan Politeknik Piksi Input Serang
Alvin Maulana Politeknik Piksi Input Serang

DOI:

https://doi.org/10.59395/altifani.v4i5.581

Keywords:

Marketing Strategy, MSME, Loyalty, SWOT analysis.

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in Indonesia's economy, particularly in the Banten Province. This study focuses on Apex MSMEs in Banten, which operate in the outdoor equipment rental and tour trip organization business. In facing an increasingly competitive market, this study aims to analyze the marketing performance and customer loyalty of Apex MSMEs through digital marketing strategies. Data was collected through surveys using a Likert scale to measure customer loyalty. The results showed an average loyalty score of 4.521, indicating a high level of customer loyalty. SWOT analysis was used to identify the strengths, weaknesses, opportunities, and threats faced by Apex MSMEs. The resulting SO (Strengths-Opportunities) strategies included service and branch expansion and the use of social media for marketing. The findings provide valuable insights for Apex MSMEs in enhancing their competitiveness and business sustainability through appropriate marketing strategies. Thus, Apex MSMEs can strengthen their market position and achieve sustainable growth.

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