Analysis Of The Effect Of Digital Marketing On Increased Turnover And Customer Loyalty In 24-Hour Laundry
Abstract
This study aims to analyse the impact of digital marketing strategies on revenue growth and customer loyalty in a 24-hour laundry business in Bengkulu City. With advances in information technology, laundry businesses can now utilise digital platforms such as Instagram, WhatsApp Business, Google Maps, and TikTok to expand their customer reach and increase the effectiveness of their promotions. This study uses a descriptive qualitative approach with techniques of interviews, observation, and documentation of the owner and three regular customers of Bengkulu 24-Hour Laundry. The results show that digital marketing plays an important role in increasing turnover by up to 35% in the past year and strengthening customer loyalty through interactive communication and responsive service. The factors for the success of the digital marketing strategy include content consistency, active interaction, and the utilisation of customer reviews on digital platforms. These findings emphasise the importance of digital transformation for service MSMEs in maintaining competitiveness and customer loyalty in the digital economy era.
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