Work

Strategi Pemasaran Digital, Citra Merk, Dan Loyalitas Pelanggan Terhadap Produk Fashion Di E-commarce Lazada

Year: 2024

Type: article

Abstract: This research investigates digital marketing strategies, brand image, and customer loyalty towards fashion products on Lazada e-commerce, a leading e-commerce platform in Indonesia. Researchers use a qualitative descriptive approach and literature study, a method of writing literature reviews from online applications such as Mendeley, Google Scholar and other online scientific applications. The aim of this research is to explain the importance of brand image for companies in business competition, to find out the level of brand image awareness among consumers so that they become loyal to the company and the products offered. Lazada, as one of the leading e-commerce platforms in Indonesia, faces major challenges in adapting and innovating their inventory marketing strategy to remain competitive.

Source: Jurnal Ilmiah Ekonomi Manajemen dan Syariah

DOI: 10.55883/jiemas.v3i3.76

Authors: Nur Rista, Muhammad Iqbal Fasa

Institution: Universitas Islam Negeri Raden Intan Lampung

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4409891764

FWCI:

Cites:

Cited by:

Related to: 10