Digital Marketing Strategies in Enhancing Customer Loyalty in the Shopee Industry
Ulfah Ulfah1, Marsalina2

1.Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Institut teknologi dan Bisnis Bina Sarana Global
2.Program Studi Manajemen, Fakultas Ekonomi, Universitas Terbuka

Abstract

The purpose of this study is to find out how Shopee^s digital marketing tactics affect consumer loyalty. This study^s primary goal is to assess many facets of digital marketing strategies, such as the efficiency of the used communication channels, the degree of personalization in marketing communications, the utilization of a variety of promotions, and a thorough examination of customer data. It is anticipated that this study will offer significant perspectives to the e-commerce sector regarding how these components can augment client loyalty. Using a case study methodology on the online retailer Shopee, a qualitative research methodology was adopted. In-depth interviews with customers and marketing managers at Shopee were used to gather data, which was also gathered through document analysis and pertinent digital marketing reports. Data analysis was carried out utilizing topics that surfaced from the data using thematic analysis approaches. The study^s findings demonstrate that, in order to connect with consumers more directly and personally, successful digital marketing strategies make use of suitable communication channels like social media, email, and mobile applications. It has been demonstrated that tailoring marketing communications to individual customers increases engagement, and that regular, targeted promotions can improve customer retention. Furthermore, Shopee may customize their marketing campaigns to the requirements and tastes of its customers, which in turn increases customer loyalty, thanks to sophisticated consumer data research.

Keywords: Keywords: Digital Marketing, Customer Loyalty, Shopee, E-commerce.

Topic: E-Commerce and Digital Economy