The Effect of Online Marketing Strategies and Digital Media in Increasing Customer Loyalty and Sales Quantity
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Abstract
The internet is a technological means that really helps human life in all aspects, With the development of the internet and digital media, it has greatly changed the patterns and paradigms of human life, one of them in the world of product marketing. With the internet, it can expand the range of communication between humans, so that aspects of product marketing can be carried out anywhere and anytime. The purpose of this study was to determine the effect of online marketing strategies and digital media in increasing customer loyalty and product sales quantity. The method used in this research is quantitative research, and the quantitative method used is Structural Equation Model Partial Least Square (SEM PLS). Relationship of Online Marketing Strategies and Digital Media has a positive influence on customer loyalty (Y1) and Sales Quantity (Y2). The p-value obtained is 0.000 < alpha 0.05, then H1 is accepted. The p-value obtained is 0.023 < alpha 0.05, then H2 is accepted. And then Relationship Customer Loyalty (Y1) has a standardized coefficient obtained of 3.928, indicating that Customer Loyalty (Y1) has a positive influence on Sales Quantity (Y2). The p-value obtained is 0.000 < alpha 0.05, then H3 is accepted.
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