ANALYSIS OF THE STRATEGIC INFLUENCE OF INFLUENCER MARKETING, EMAIL MARKETING AND SEO ON CUSTOMER LOYALTY AND CONSUMER SATISFACTION IN THE AUTOMOTIVE INDUSTRY IN PALOPO CITY

Abstract

This study aims to analyze the influence of digital marketing strategies, including Influencer Marketing, Email Marketing, and Search Engine Optimization (SEO), on customer loyalty and consumer satisfaction in the automotive industry in Palopo City. This study uses a survey method by distributing an online questionnaire to 100 respondents who are consumers in the automotive industry. The results of the study show that the three marketing strategies have a significant influence on consumer satisfaction, but not all strategies have a direct impact on customer loyalty. Influencer Marketing and Email Marketing significantly increase consumer satisfaction, but do not directly affect customer loyalty. SEO has also been shown to be significant in increasing consumer satisfaction but has no direct influence on loyalty. This research emphasizes the importance of integrated and personalized marketing strategies to increase consumer satisfaction and convert that satisfaction into long-term loyalty.