ANALISIS STRATEGI KOMUNIKASI PEMASARAN MEDIA DIGITAL DALAM MEMBANGUN LOYALITAS KONSUMEN PT. ERAJAYA SWASEMBADA TBK.

Abstract

Penelitian ini meneliti strategi komunikasi pemasaran digital PT. Erajaya Swasembada Tbk. dalam membangun loyalitas konsumen. Latar belakangnya adalah pertumbuhan pesat e-commerce Indonesia dan data internal Google Analytics yang menunjukkan peningkatan trafik dan pendapatan, namun fluktuasi efektivitas kanal, terutama Direct dan Email. Penelitian menggunakan pendekatan kualitatif deskriptif dengan studi kasus pada platform Eraspace. Data dikumpulkan melalui wawancara mendalam, observasi media sosial, dan dokumentasi kampanye, dianalisis menggunakan model interaktif Miles & Huberman, serta divalidasi melalui triangulasi. Hasil menunjukkan IMC, personalisasi CRM, storytelling konsisten, program loyalitas MyEraspace, dan layanan purna jual memperkuat keterikatan dan pembelian ulang, meski tantangan pada kanal dan personalisasi tetap ada. Kata Kunci: Integrated marketing communication, Komunikasi pemasaran digital, Loyalitas konsumen, Relationship Marketing, Studi kasus kualitatif.This study analyzes PT. Erajaya Swasembada Tbk.’s digital marketing communication strategies in fostering customer loyalty. Motivated by Indonesia’s growing e-commerce sector and internal analytics showing rising traffic but fluctuating channel effectiveness, the research uses a qualitative descriptive approach within a constructivist paradigm, focusing on the Eraspace platform. Data were collected via in-depth interviews, social media observation, and campaign documentation, analyzed using Miles & Huberman’s interactive model, and validated through triangulation. Findings indicate that integrated marketing communication, personalization, storytelling, loyalty programs, and after-sales service enhance engagement and repeat purchases, though challenges remain in channel consistency, deeper personalization, and conversion optimization. Keywords : integrated marketing communication; digital marketing communication; customer loyalty; relationship marketing; qualitative case study