PENGARUH DIGITAL MARKETING DAN BRAND AWARENESS TERHADAP PENINGKATAN LOYALITAS KONSUMEN (Studi Pada Umkm Dapurmira Di Kota Bagansiapiapi)

Abstract

: This study aims to examine the impact of digital marketing and brand awareness on increasing customer loyalty at the Dapurmira MSME in Bagansiapiapi City. Digital marketing, which includes the use of digital platforms to promote products, and brand awareness, which relates to how well consumers recognize and understand a brand, are considered key elements in fostering customer loyalty in today's digital era. This study uses a quantitative approach through a survey method involving consumers who have purchased products from Dapurmira. Data were collected through questionnaires distributed to 100 respondents and analyzed using multiple linear regression analysis. The results show that digital marketing has a positive and significant impact on customer loyalty, as does brand awareness, which has been proven to strengthen customer loyalty. This research provides insights for Dapurmira MSME in optimizing digital marketing strategies and enhancing brand awareness to increase customer loyalty, ultimately supporting the sustainability and growth of the business.

Keywords: Digital marketing, brand awareness, customer loyalty, MSME, Dapurmira, Bagansiapiapi