Pengaruh Digital Marketing, E-WOM Dan Customer Engagement Terhadap Brand Loyalty Pada Usaha Minuman Merek Matchaboy Di Sidoarjo. (The Influence of Digital Marketing, E-WOM, and Customer Engagement on Brand Loyalty in the Beverage Business Branded Matchaboy in Sidoarjo).

Amsyar, Muhammad Fibrin Alham (2025) Pengaruh Digital Marketing, E-WOM Dan Customer Engagement Terhadap Brand Loyalty Pada Usaha Minuman Merek Matchaboy Di Sidoarjo. (The Influence of Digital Marketing, E-WOM, and Customer Engagement on Brand Loyalty in the Beverage Business Branded Matchaboy in Sidoarjo). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Digital Marketing,E- WOM, dan Customer Engagement terhadap Brand Loyalty pada konsumen usaha minuman merek MatchaBoy di Sidoarjo. Latar belakang penelitian didasari oleh tingginya persaingan industri minuman kekinian serta pentingnya strategi pemasaran digital dalam mempertahankan loyalitas pelanggan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 100 responden yang merupakan konsumen MatchaBoy. Teknik pengambilan sampel yang digunakan yaitu non-probability sampling dengan pendekatan purposive sampling, dan analisis data dilakukan menggunakan regresi linier berganda untuk menguji hubungan antara variabel bebas dan variabel terikat dalam penelitian ini. Hasil penelitian secara singkat menunjukkan bahwa Digital Marketing, E- WOM, dan Customer Engagement mempunyai pengaruh terhadap Brand Loyalty baik secara parsial maupun simultan. Dengan demikian, strategi pemasaran digital yang tepat, interaksi konsumen yang aktif, dan penyebaran ulasan positif dapat berkontribusi dalam meningkatkan loyalitas pelanggan pada merek MatchaBoy di Sidoarjo. Kata Kunci : Digital Marketing, E WOM, Customer Engagement, Matchaboy

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