1. Home
  2. Vol 6, No 2 (2025)
  3. Rahman

The Effect of Digital Marketing Literacy and Digital Marketing Strategy on Customer Satisfaction and Its Implications for Customer Loyalty.

Fathor Rahman, Ummy Wahyuni, Zainurrafiqi Zainurrafiqi

Abstract


This study aims to analyze the influence of digital marketing literacy and strategies on beauty products in Pamekasan Regency. The sample used in this study involved 190 beauty product consumers. A quantitative approach was applied using the Partial Least Square - Structural Equation Modeling (PLS-SEM) analysis method. This study found that digital marketing literacy and digital marketing strategies have a positive and significant influence on consumer satisfaction and loyalty. Furthermore, consumer satisfaction has also been shown to increase their loyalty. These findings enrich the digital marketing literature by highlighting the important role of effective literacy and strategies in building consumer satisfaction and loyalty. Practically, these results can serve as a foundation for designing more effective digital marketing strategies and provide guidance for companies in the beauty industry to strengthen relationships with consumers through more optimal digital marketing.

Keywords


Literacy; Digital; Consumer Satisfaction; Consumer Loyalty

References


Barrett, M., & Lynam, T. (2023). Digital leadership in the context of technology-driven change. Journal of Business Management, 45(2), 134-150.

Bharadwaj, A., El Sawy, O. A., Pavlou, P. A., & Venkatraman, N. (2013). Digital business strategy: Toward a next generation of insights. MIS Quarterly, 37(2), 471-482.

Chaffey, D., & Ellis-Chadwick, F. (2023). Digital marketing: Strategy, implementation, and practice (8th ed.). Pearson Education.

Chin, W. W., Lee, C. C., & Wang, H. (2023). Impact of digital marketing strategy on consumer loyalty: A study of online retail brands. Journal of Retailing and Consumer Services, 45, 105-118.

Dehghani, M., & Tumer, M. (2024). E-mail marketing effectiveness: A study on consumer loyalty in digital markets. Marketing Review, 30(1), 59-70.

Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113.

Field, A. (2018). Discovering statistics using SPSS (5th ed.). Sage Publications.

Hidayat, R., & Setiawan, M. (2023). Digital marketing strategies in SMEs: Leveraging social media for customer engagement. Journal of Small Business and Entrepreneurship, 29(4), 341-358.

Hossain, M., & Khatun, R. (2023). Consumer satisfaction and digital marketing in the e-commerce industry. International Journal of Business and Technology, 20(3), 205-220.

Hughes, D., Barlett, R., & Edwards, P. (2024). The role of digital leadership in enhancing the organizational transformation through technology adoption. Journal of Leadership & Organizational Development, 35(2), 98-112.

Kaur, G., & Bansal, R. (2023). The importance of digital marketing literacy for business growth in the digital era. International Journal of Digital Marketing, 5(1), 45-62.

Kotler, P., Armstrong, G., & Opresnik, M. (2023). Principles of marketing (18th ed.). Pearson Education.

Kock, N. (2017). Using PLS-SEM for analyzing complex models in the social sciences. Journal of Applied Structural Equation Modeling, 4(2), 104-117.

Kumar, V., & Shah, D. (2023). Customer satisfaction in the digital age: Leveraging technology for better consumer experience. Journal of Digital Marketing, 39(2), 89-104.

Lee, K., & Bae, J. (2023). The role of technology readiness in adopting digital marketing strategies. Journal of Strategic Marketing, 25(4), 201-214.

Lee, S., Kim, H., & Lee, W. (2023). Digital transformation in small businesses: From strategy to implementation. Journal of Business Research, 42(2), 202-215.

Li, C., & Li, Z. (2024). Digital marketing literacy and its impact on customer relationship management. International Journal of Marketing Studies, 10(2), 34-46.

Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. McGraw-Hill.

Purnama, E., Setiawan, A., & Rahman, M. (2023). Exploring digital marketing literacy in small businesses: A case study of SMEs in Pamekasan. Journal of Business Development, 30(3), 145-159.

Shankar, V., & Jebarajakirthy, C. (2024). The role of digital marketing in enhancing consumer satisfaction. Journal of Retailing, 51(3), 123-137.

Sweeney, J. C., & Soutar, G. N. (2023). Consumer satisfaction and loyalty in digital marketplaces: A review. Journal of Marketing Theory and Practice, 30(1), 45-60.

Zhang, L., & Lin, Z. (2024). The impact of digital marketing literacy on consumer loyalty. International Journal of Marketing Research, 62(2), 75-89.

Zhou, J., & Lee, S. (2023). Digital marketing strategies for improving customer retention and loyalty in the beauty industry. Journal of Beauty Marketing, 18(3), 112-127.

Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2024). Services marketing: Integrating customer focus across the firm (7th ed.). McGraw-Hill.


Full Text: PDF

DOI: 10.28944/assyarikah.v6i2.2312

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.