DAMPAK BRANDING DAN CUSTOMER ENGAGEMENT TERHADAP KINERJA BISNIS DIGITAL
DOI:
https://doi.org/10.70248/jismdb.v3i3.3773Keywords:
branding, customer engagement, kinerja bisnis, bisnis digital, loyalitas pelangganAbstract
Perkembangan teknologi informasi dan transformasi digital telah mengubah pola persaingan bisnis, khususnya pada sektor bisnis digital yang mengandalkan platform daring, media sosial, dan teknologi berbasis data. Dalam kondisi persaingan yang semakin kompetitif, perusahaan tidak hanya dituntut menyediakan produk dan layanan berkualitas, tetapi juga membangun identitas merek yang kuat serta menciptakan keterlibatan pelanggan secara berkelanjutan. Branding dan customer engagement menjadi dua faktor strategis yang dipandang mampu meningkatkan kinerja bisnis digital. Penelitian ini bertujuan menganalisis dampak branding dan customer engagement terhadap kinerja bisnis digital melalui pendekatan studi literatur. Metode penelitian menggunakan pendekatan kualitatif deskriptif dengan metode literature review melalui analisis berbagai artikel ilmiah, jurnal nasional, jurnal internasional, buku referensi, dan sumber akademik lain yang relevan. Proses analisis dilakukan melalui identifikasi, klasifikasi, dan sintesis temuan penelitian terdahulu berdasarkan tema utama yang berkaitan dengan branding, customer engagement, dan kinerja bisnis digital. Hasil kajian menunjukkan bahwa branding berpengaruh positif terhadap kinerja bisnis digital melalui peningkatan kesadaran merek, kepercayaan pelanggan, dan diferensiasi pasar. Customer engagement juga memberikan kontribusi signifikan melalui interaksi aktif pelanggan, pengalaman digital, serta pembentukan hubungan emosional yang mendorong loyalitas dan retensi pelanggan. Temuan penelitian menunjukkan bahwa branding dan customer engagement memiliki hubungan sinergis, di mana kekuatan merek mendorong keterlibatan pelanggan, sementara engagement yang tinggi memperkuat citra merek melalui pengalaman positif pelanggan. Secara keseluruhan, kedua variabel tersebut berperan penting dalam meningkatkan kinerja bisnis digital, baik dari aspek finansial maupun non-finansial. Penelitian ini memberikan kontribusi teoritis dalam pengembangan kajian manajemen pemasaran digital serta kontribusi praktis bagi pelaku usaha dalam merumuskan strategi bisnis berbasis penguatan merek dan pengalaman pelanggan.
References
Akbari, M., & Hakimpour, H. (2018). Branding in B2B Marketing. International Journal of Industrial Marketing, 3(1), 1. https://doi.org/10.5296/ijim.v3i1.13321
Alemu, D., & Zewdie, S. (2022). Trends of organizational branding strategies- systematic review and research agendas. Jurnal Perspektif Pembiayaan Dan Pembangunan Daerah, 9(6), 461–478. https://doi.org/10.22437/ppd.v9i6.15294
Angelia Putriana. (2023). Analisis Strategi Bisnis di Era Transformasi Digital. MUKASI: Jurnal Ilmu Komunikasi, 2(3), 223–232. https://doi.org/10.54259/mukasi.v2i3.2105
Bawazir, H. R. A., Mahfudz, Y., Prawoto, E., & Yusroni, N. (2025). THE INFLUENCE OF BRAND IMAGE AND BRAND LOVE ON CUSTOMER LOYALTY WITH CUSTOMER ENGAGEMENT AS A MEDIATING VARIABLE: THE INFLUENCE OF BRAND IMAGE AND BRAND LOVE ON CUSTOMER LOYALTY WITH CUSTOMER ENGAGEMENT AS A MEDIATING VARIABLE. International Journal of Management, Business, and Social Sciences, 4(1), 10–25. https://doi.org/10.31942/ijmbs.v4i1.14129
Binsaeed, R. H., Yousaf, Z., Grigorescu, A., Chitescu, R. I., Nassani, A. A., & Samoila, A. (2023). Customer Engagement and Customer Relationship Management Capabilities’ Effects on Innovation Performance and Customer Distrust’s Moderating Role. Sustainability, 15(12), 9475. https://doi.org/10.3390/su15129475
Candra, E. & Ketut Sunaryanto. (2023). Pengaruh Harga, Kualitas Produk, Kualitas Pelayanan dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan. Business and Investment Review, 1(5), 109–117. https://doi.org/10.61292/birev.v1i5.53
Erkollar, A., & Oberer, B. (2017). Digital marketing planning with the brand dashboard approach. Marketing and Branding Research, 4(2), 192–205. https://doi.org/10.33844/mbr.2017.60336
Febriana, H., Andita, K. V., Rismarina, R. A., & Maulana, A. (2023). Peluang Bisnis Digital di Indonesia Pada Era Society 5.0. Jurnalku, 3(3), 365–374. https://doi.org/10.54957/jurnalku.v3i3.595
Ha, L. T., Hanh, P. T. N., Hang, N. T. T., Khanh, H. D., Phuong, L. L., & Van Hop, H. (2024). Moderating Role of Knowledge-Sharing on the Nexus of Digital Business and Natural Resources. Journal of the Knowledge Economy, 15(1), 408–434. https://doi.org/10.1007/s13132-022-01091-x
I. Keeling, D., De Ruyter, K., & Cox, D. (2022). Introduction to the Handbook of Research on Customer Loyalty. In D. Keeling, K. De Ruyter, & D. Cox (Eds.), Handbook of Research on Customer Loyalty (pp. 1–3). Edward Elgar Publishing. https://doi.org/10.4337/9781800371637.00005
Karkushka, O. (2024). Branding of retail enterprises. Scientia Fructuosa, 155(3), 71–87. https://doi.org/10.31617/1.2024(155)05
Lestari, Y. D., Violinda, Q., & Setyorini, N. (2025). Customer Relationship Management, Kualitas Pelayanan, dan Iklan Sosial Media Terhadap Customer Engangement. Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan, 5(3), 762–776. https://doi.org/10.55606/jurimbik.v5i3.1488
Lynn, T., Rosati, P., Conway, E., Curran, D., Fox, G., & O’Gorman, C. (2022). The Digital Economy and Digital Business. In T. Lynn, P. Rosati, E. Conway, D. Curran, G. Fox, & C. O’Gorman, Digital Towns (pp. 69–89). Springer International Publishing. https://doi.org/10.1007/978-3-030-91247-5_4
Mamasoatov, D. R. (2023). The Digital Business on Campus as an Initial Model for Students. International Journal of Multicultural and Multireligious Understanding, 10(6), 354. https://doi.org/10.18415/ijmmu.v10i6.4915
Mayuri-Ramos, E., Almazan-Rivera, E. S., Jesus-Cardenas, M. A., & Cordova-Buiza, F. (2023). Innovative Strategies to Maximize Customer Loyalty in the Banking System: A Systematic Review. European Conference on Innovation and Entrepreneurship, 18(1), 587–595. https://doi.org/10.34190/ecie.18.1.1781
Melega, A., Grosu, V., Macovei, A. G., & Botez, D. (2022). CLUSTERING BASED BIBLIOMETRIC ANALYSIS OF THE BUSINESS PERFORMANCE CONCEPT. STUDIES AND SCIENTIFIC RESEARCHES. ECONOMICS EDITION, (35). https://doi.org/10.29358/sceco.v0i35.506
Muthuveloo*, R., Beng, T. S., & Ping, T. A. (2019). Factors Influencing Business Performance Among Small Business Operators. 310–322. https://doi.org/10.15405/epsbs.2019.08.31
Nowotarska-Romaniak, B., & Kasztalska, A. M. (2018). Marketing management of a brand. European Journal of Service Management, 28, 223–230. https://doi.org/10.18276/ejsm.2018.28/1-28
Paola Quimi Franco, W., Ivonne Quimi Franco, D., Javier Flores Villacrés, E., & Elías Merizalde Andrade, C. (2023). Factors that Affect the Business Performance of Commercial Mipymes in the Tarqui Parish of Guayaquil. ESPOCH Congresses: The Ecuadorian Journal of S.T.E.A.M., 3(1), 745–763. https://doi.org/10.18502/espoch.v3i1.14484
Pereira, A. C. B., & De Castro Neto, M. (2020). A Business Performance Management Framework. In Á. Rocha, H. Adeli, L. P. Reis, S. Costanzo, I. Orovic, & F. Moreira (Eds.), Trends and Innovations in Information Systems and Technologies (Vol. 1159, pp. 312–323). Springer International Publishing. https://doi.org/10.1007/978-3-030-45688-7_32
Raffoni, A., Visani, F., Bartolini, M., & Silvi, R. (2018). Business Performance Analytics: Exploring the potential for Performance Management Systems. Production Planning & Control, 29(1), 51–67. https://doi.org/10.1080/09537287.2017.1381887
Rahayu, S., & Harsono, M. (2023). Loyalitas Konsumen: Konseptualisasi, Anteseden dan Konsekuensi. jesya, 6(2), 1581–1594. https://doi.org/10.36778/jesya.v6i2.1196
Santos, S. R. D. O., & Oliveira, D. M. D. S. (2023). Engajamento do Consumidor e do Cliente: Revisão de Uma Década (2010-2019) e Direcionamentos Futuros. Revista Ciências Administrativas, 29. https://doi.org/10.5020/2318-0722.2023.29.e13159
Saputra, M. E., Sumiati, S., & Yuniarinto, A. (2023). The effect of customer experience on customer loyalty mediated by customer satisfaction and customer trust: (Study on users of PLN mobile application at PLN UP3 Malang). Journal of Economics and Business Letters, 3(3), 27–37. https://doi.org/10.55942/jebl.v3i3.205
Yusuf, H., Ginanjar, Muh., & Arlinda, M. (2025). Customer Engagement in Enhancing Customer Loyalty: Empirical Evidence Non-Muslim Customers of Bank Syariah Indonesia (BSI) KCP Tomoni. Etihad: Journal of Islamic Banking and Finance, 5(1), 15–23. https://doi.org/10.21154/etihad.v5i1.10427
