The Influence of Digital Marketing Strategy and Online Reputation on Customer Loyalty at the Local Fashion Brand "Sejauh Mata Memandang"

Abstract

This study aims to analyze the influence of Digital Marketing Strategy and Online Reputation on Customer Loyalty in the local fashion brand "Sejauh Mata Memandang" by involving 50 respondents who are customers of the brand. Local fashion brands such as "Sejauh Mata Memandang" are fashion products from the company PT Sejauh Mata Memandang, which provides a variety of selected products including: women's and men's clothing, accessories, fabrics, collaboration products, and household products with typical Indonesian motifs. One of the main problems faced by local fashion brands is the high level of competition in the market. This study uses a quantitative descriptive method with regression analysis to test the proposed hypothesis. The results of the t-test show that the t-value of Digital Marketing Strategy is 6.537 (> t-table 2.012) with a significance level of 0.000 (<0.05), which means that Digital Marketing Strategy has a positive and significant effect on Customer Loyalty. Meanwhile, the t-value of Online Reputation is 4.313 (> t-table 2.012) with a significance level of 0.000 (<0.05), indicating that Online Reputation also has a positive and significant effect on Customer Loyalty. Furthermore, the F-test results show an F-value of 61.497 (> F-table 3.20) with a significance level of 0.000 (<0.05). These findings demonstrate that Digital Marketing Strategies and Online Reputation jointly exert a positive and significant effect on Customer Loyalty of the local fashion brand “Sejauh Mata Memandang.”.