Pengaruh Digital Marketing, Brand Image, Kualitas Pelayanan Terhadap Loyalitas Pelanggan di Brand Ayra Hijab Lumajang

Abstrak

Ayra Hijab Lumajang is a store operating in the convection business located on Jl. Gajah Mada, Lumajang Regency, which has been running since 2021. Ayra hijab carries out digital marketing promotions using Email Marketing, Social Media (Instagram, WhatsApp, Tiktok, Fb) Display Ads. Ayra Hijab Hijab has implemented various strategies so that it is popular with customers, one of which is by using digital marketing so that its products can be easily reached by customers who use social media. The purpose of this research is to determine the partial influence of digital marketing, brand image, service quality on Ayra Hijab Lumajang customer loyalty. This research uses quantitative. The population is Ayra Hijab Lumajang customers. This research involved 60 customers as a population using the accidental sampling method. Data analysis in this research used multiple linear analysis using the SPSS 21 program. After carrying out partial hypothesis testing, the following research results were found: 1) Digital Marketing has no effect on customer loyalty for the Ayra Hijab Lumajang brand. 2) Brand Image does not have a positive effect on customer loyalty to the Ayra Hijab Lumajang brand. 3) Service quality has a significant effect on the Ayra Hijab Lumajang brand. 4) The coefficient of determination (R2) obtained a value of 0.652 or 65.2% of customer loyalty which can be explained by the variables digital marketing, brand image, service quality.