The Role Of Digital Promotion In Increasing Customer Loyalty At PT Liquid Kencana Abadi, Gunungsitoli City

Abstract

This study aims to determine the role of digital promotion in increasing customer loyalty at PT Liquid Kencana Abadi in Gunungsitoli City. The research method used in this study is a Qualitative Research Method. Data were collected through in-depth interviews with the management and employees of PT Liquid Kencana Abadi, as well as relevant literature studies. The results of the study indicate that digital promotion plays a significant role in increasing customer loyalty at PT Liquid Kencana Abadi. First, the cost per transaction shows that the use of digital media can reduce promotion and distribution costs while accelerating service to customers. Second, incentive programs through the provision of bonuses and discounts personally successfully create a sense of appreciation and encourage repeat purchases. Third, an attractive site design consistent with brand identity increases trust and strengthens the company's image in the eyes of consumers. Fourth, interactivity through two-way communication on social media builds strong emotional connections, increases satisfaction, and creates long-term loyalty. However, this study also found two main challenges in implementing digital promotion: limited internal resources (personnel, time, and skills) and the dynamics of changing social media algorithms that affect the reach and effectiveness of promotional content. To address this, companies need to increase internal capacity through training, adding human resources, and adapting more flexible digital marketing strategies.