Strategi Integrasi Pemasaran Digital Dan Pengalaman Pelanggan Dalam Membangun Loyalitas Pelanggan UMKM: Suatu Tinjauan Konseptual Dalam Manajemen Pemasaran
DOI:
https://doi.org/10.56874/3hmmsd61Keywords:
Kepuasan pelanggan, Loyalitas pelanggan, Manajemen pemasaran, Pemasaran digital, Pengalaman pelangganAbstract
Perkembangan teknologi digital telah mengubah lanskap manajemen pemasaran, khususnya bagi usaha mikro, kecil, dan menengah (UMKM) yang berupaya mempertahankan pelanggan di tengah persaingan yang semakin ketat. Artikel ini bertujuan menyusun kerangka konseptual mengenai keterkaitan antara pemasaran digital, pengalaman pelanggan, dan loyalitas pelanggan pada konteks UMKM. Metode yang digunakan adalah tinjauan literatur naratif terhadap publikasi akademik dan buku teks manajemen pemasaran yang relevan, dengan pendekatan analisis tematik untuk mengidentifikasi pola hubungan antarkonsep. Hasil kajian menunjukkan bahwa efektivitas pemasaran digital tidak berdiri sendiri, melainkan berinteraksi dengan kualitas pengalaman pelanggan dalam membentuk kepuasan dan kepercayaan, yang pada gilirannya mendorong loyalitas sikap dan perilaku pelanggan. Artikel ini mengusulkan kerangka konseptual integratif yang dapat digunakan sebagai dasar penelitian empiris lanjutan maupun sebagai panduan praktis bagi pelaku UMKM dalam merancang strategi pemasaran yang berorientasi pada retensi pelanggan jangka panjang. Kontribusi utama artikel ini terletak pada sintesis lintas konsep yang selama ini cenderung dibahas secara terpisah dalam literatur manajemen pemasaran.
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