Digital Branding Strategies for Building Customer Loyalty: A Case Study of Kopi Pak Kopral
DOI:
https://doi.org/10.22437/jssh.v10i2.59292Keywords:
Customer Loyalty, Digital Branding, Management Marketing, MSMEs, Social MediaAbstract
Digital transformation has encouraged micro, small, and medium enterprises (MSMEs) to adopt digital branding strategies to strengthen brand identity and enhance customer loyalty. However, implementing digital branding in emerging MSMEs remains challenging due to limited resources, digital competencies, and brand communication consistency. This study explores digital branding strategies for fostering customer loyalty at Kopi Pak Kopral, an emerging MSME in Pasuruan, Indonesia. A qualitative case study design was employed. Data were collected through semi-structured interviews with the business owner and social media manager, as well as open-ended questionnaires administered to customers, and analyzed using the interactive model of Miles, Huberman, and Saldaña. The findings indicate that digital branding was implemented through four key approaches: maintaining a consistent brand identity, developing storytelling around the product and local values, establishing interactive digital communication through social media and WhatsApp Business, and utilizing customer testimonials as social proof. These strategies strengthened brand trust, customer engagement, and customers’ emotional connections with the brand, thereby encouraging repeat purchases, recommendations, and loyalty. The study concludes that digital branding functions not merely as a promotional tool but also as a strategic means of developing long-term customer relationships. The findings offer practical implications for MSMEs seeking to optimize digital marketing strategies and contribute to the literature on digital branding in emerging MSMEs.References
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