Impact of Digital Marketing Strategies on Customer Loyalty and Sales Enhancement of Culinary MSMEs in E-commerce
Keywords:
Digital marketing effectiveness, Customer loyalty mediation, Influencer-driven sales, Culinary MSMEs strategy, E-commerce engagement.
Abstract
The increasing reliance on digital marketing strategies in e-commerce presents opportunities and challenges for culinary MSMEs, especially in increasing customer loyalty and sales performance. However, the effectiveness of certain digital marketing approaches is still underexplored. This study aims to examine the impact of email marketing, social media content, and influencer marketing on customer loyalty and sales increase in culinary MSMEs. Using a quantitative approach, data was collected from 200 MSMEs operating on e-commerce platforms and analyzed using SEM-PLS. These findings reveal that while all three marketing strategies significantly increase customer loyalty, only influencer marketing directly improves sales performance. Both email marketing and social media content affect sales indirectly through customer loyalty. These results highlight the mediating role of customer loyalty, emphasizing the need for relationship-driven digital marketing. Culinary MSMEs should prioritize engagement-focused strategies to strengthen loyalty, which in turn drives sustainable sales growth in a competitive online marketplace.
References
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Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833–5841. https://doi.org/https://doi.org/10.1016/j.jbusres.2016.04.181
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Hovland, Janis, & Kelley. (1953). Communication and Persuasion: Psychological Studies of Opinion. American Sociological Review, 19(3), 355–357. https://doi.org/10.2307/2087772
Ijomah, T. I., Idemudia, C., Udo, N. L. E., & Anjorin, K. F. (2024). Innovative digital marketing strategies for SMEs: Driving competitive advantage and sustainable growth. International Journal of Management & Entrepreneurship Research, 6(7), 2173–2188. https://doi.org/10.51594/ijmer.v6i7.1265
Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and Gratifications Research. The Public Opinion Quarterly, 37(4), 509–523. http://www.jstor.org/stable/2747854
Kearsley, G., & Shneiderman, B. (1998). Engagement Theory: A Framework for Technology-Based Teaching and Learning. Educational Technology, 38(5), 20–23. http://www.jstor.org/stable/44428478
Kelman, H. C. (1958). Further Thoughts on the Processes of Compliance, Identification, and Internalization. In Social Power and Political Influence (pp. 125–171). https://doi.org/10.4324/9781315129693-6
Kiseleva, E. M., Nekrasova, M. L., Mayorova, M. A., Rudenko, M. N., & Kankhva, V. S. (2016). The theory and practice of customer loyalty management and customer focus in the enterprise activity. International Review of Management and Marketing, 6(6), 95–103.
Koch, T. (2024). Communication and Persuasion BT - Schlüsselwerke für die Strategische Kommunikationsforschung (O. Hoffjann & S. Sandhu (eds.); pp. 377–387). Springer Fachmedien Wiesbaden. https://doi.org/10.1007/978-3-658-45292-6_33h
Kotler, P., & Armstong, G. (2018). Principles Of Marketing. In Peorson (17e Global). Pearson. https://doi.org/10.1093/oseo/instance.00295839
Kumar, V., & Reinartz, Werner. (2016). Creating Enduring Customer Value. Journal of Marketing, 80(6), 36–68. https://doi.org/10.1509/jm.15.0414
Kumar, M. S., & Rao, M. C. (2019). Heliyon Effect of Al 2 O 3 on structural and dielectric properties of PVP-CH 3 COONa based solid polymer electrolyte fi lms for energy storage devices. Heliyon, 5(January), e02727. https://doi.org/10.1016/j.heliyon.2019.e02727
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Lemon, Katherine N, & Verhoef, Peter C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
Lenin John, K. (2016). Theoretical Framework of Customer Loyalty Towards Mobile Phone Services. Shanlax International Journal of Arts, Science & Humanities, 3(4), 107–119.
Lilembalemba, I., & Phiri, J. (2024). Effects of Social Media Marketing on Brand Awareness Based on the Stimulus Organism Response Model in Developing Countries. Open Journal of Business and Management, 12(01), 615–633. https://doi.org/10.4236/ojbm.2024.121035
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
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Mohd-Ramly, S., & Omar, N. A. (2017). Exploring the influence of store attributes on customer experience and customer engagement. International Journal of Retail and Distribution Management, 45(11), 1138–1158. https://doi.org/10.1108/IJRDM-04-2016-0049
Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20. https://doi.org/10.2307/1252308
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Palinkas, L. A., Horwitz, S. M., Green, C. A., Wisdom, J. P., Duan, N., & Hoagwood, K. (2015). Purposeful Sampling for Qualitative Data Collection and Analysis in Mixed Method Implementation Research. Administration and Policy in Mental Health and Mental Health Services Research, 42(5), 533–544. https://doi.org/10.1007/s10488-013-0528-y
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Purnama, S., Bangun, C. S., Panjaitan, A. R. S., & Sampoerna, S. T. (2022). The Effect Of Digitalization On Culinary Msmes On Increasing Sales Turnover During Covid 19 Pandemic. APTISI Transactions on Technopreneurship, 4(1), 59–68. https://doi.org/10.34306/att.v4i1.228
Purwanti, I., Lailyningsih, D. R. N., & Suyanto, U. Y. (2022). Digital Marketing Capability and MSMEs Performance: Understanding the Moderating Role of Environmental Dynamism. Jurnal Manajemen Teori Dan Terapan | Journal of Theory and Applied Management, 15(3), 433–448. https://doi.org/10.20473/jmtt.v15i3.39238
Rahman, W. (2023). Culinary Business Online Marketing Strategies in the Post-Covid 19 Pandemic Era. Journal of Social Research, 2(5), 1666–1671. https://doi.org/10.55324/josr.v2i5.850
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Sahni, N. S., Wheeler, S. C., & Chintagunta, P. (2018). Personalization in email marketing: The role of noninformative advertising content. Marketing Science, 37(2), 236–258. https://doi.org/10.1287/mksc.2017.1066
Sari, R. K., Alfarizi, M., & Ab Talib, M. S. (2024). Sustainable strategic planning and management influence on sustainable performance: findings from halal culinary MSMEs in Southeast Asia. Journal of Modelling in Management, 19(6), 2034–2060. https://doi.org/10.1108/JM2-12-2023-0324
Sharabati, A. A. A., Ali, A. A. A., Allahham, M. I., Hussein, A. A., Alheet, A. F., & Mohammad, A. S. (2024). The Impact of Digital Marketing on the Performance of SMEs: An Analytical Study in Light of Modern Digital Transformations. Sustainability (Switzerland), 16(19), 1–25. https://doi.org/10.3390/su16198667
Sugiharto, B. H. (2024). The Role of E-commerce for MSMEs as a Digital Marketing Strategy in Facing Industrial Revolution 4.0. Management Studies and Business Journal (PRODUCTIVITY), 1(1), 99–107. https://doi.org/10.62207/80ndq458
Tuten, T. L., & Solomon, M. R. (2018). Social Media Marketing.
Umeogu, B. (2012). Source Credibility: A Philosophical Analysis. Open Journal of Philosophy, 02(02), 112–115. https://doi.org/10.4236/ojpp.2012.22017
van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253–266. https://doi.org/10.1177/1094670510375599
Verhoef, P. C., & Bijmolt, T. H. A. (2019). Marketing perspectives on digital business models: A framework and overview of the special issue. International Journal of Research in Marketing, 36(3), 341–349. https://doi.org/10.1016/j.ijresmar.2019.08.001
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Barney, J. (1991). Firm Reources ad Sustained Competitive Advantege. In Journal of Management (Vol. 17, Issue 1, pp. 99–120).
Barney, J. B. (2001). Resource-based theories of competitive advantage: A ten-year retrospective on the resource-based view. Journal of Management, 27(6), 643–650. https://doi.org/10.1177/014920630102700602
Blau, P. M. (1964). Justice in Social Exchange. Sociological Inquiry, 34(2), 193–206. https://doi.org/https://doi.org/10.1111/j.1475-682X.1964.tb00583.x
Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105–114. https://doi.org/10.1016/j.jbusres.2011.07.029
Chen, Y., Liu, M. T., Liu, Y., Chang, A., & Yen, J. (2021). The influence of trust and relationship commitment to vloggers on viewers’ purchase intention. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-08-2020-0626
Creswell, J. W., & Clark, V. L. Pl. (2012). Designing and Conducting Mixed Methods Research. In Encyclopedia of Research Design (3rd ed.). SAGE Publications. Ltd. https://doi.org/10.4135/9781412961288.n245
Davenport, T. H. (2018). The AI Advantage How to Put The Aryificial Intelligence Revolution to Work. In Sustainability (Switzerland) (Vol. 11, Issue 1). http://scioteca.caf.com/bitstream/handle/123456789/1091/RED2017-Eng-8ene.pdf?sequence=12&isAllowed=y%0Ahttp://dx.doi.org/10.1016/j.regsciurbeco.2008.06.005%0Ahttps://www.researchgate.net/publication/305320484_SISTEM_PEMBETUNGAN_TERPUSAT_STRATEGI_MELESTARI
Davis, F. D. (1989). Perceived Usefuness, perceived ease of use and user acceptance of information technology. Perceived Usefuness, Perceived Ease of Use and User Acceptance of Information Technology, 13(3), 1–23.
de Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26(2), 83–91. https://doi.org/https://doi.org/10.1016/j.intmar.2012.01.003
Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: a social media perspective. Journal of Product & Brand Management, 24(1), 28–42. https://doi.org/10.1108/JPBM-06-2014-0635
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7. https://doi.org/https://doi.org/10.1016/j.chb.2016.11.009
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59(May 2020), 102–168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Dwivedi, Y. K., Rana, N. P., Slade, E. L., Singh, N., & Kizgin, H. (2020). Editorial introduction: Advances in theory and practice of digital marketing. Journal of Retailing and Consumer Services, 53(xxxx). https://doi.org/10.1016/j.jretconser.2019.101909
Evans, N. J., Phua, J., Lim, J., & Jun, H. (2017). Disclosing Instagram Influencer Advertising: The Effects of Disclosure Language on Advertising Recognition, Attitudes, and Behavioral Intent. Journal of Interactive Advertising, 17(2), 138–149. https://doi.org/10.1080/15252019.2017.1366885
Field, A. (2017). Discovering Statistic Using IBM SPSS Statistic 5th. In SAGE edgeOpen (Vol. 53, Issue 9).
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833–5841. https://doi.org/https://doi.org/10.1016/j.jbusres.2016.04.181
Horton, D., & and Richard Wohl, R. (1956). Mass Communication and Para-Social Interaction. Psychiatry, 19(3), 215–229. https://doi.org/10.1080/00332747.1956.11023049
Hovland, Janis, & Kelley. (1953). Communication and Persuasion: Psychological Studies of Opinion. American Sociological Review, 19(3), 355–357. https://doi.org/10.2307/2087772
Ijomah, T. I., Idemudia, C., Udo, N. L. E., & Anjorin, K. F. (2024). Innovative digital marketing strategies for SMEs: Driving competitive advantage and sustainable growth. International Journal of Management & Entrepreneurship Research, 6(7), 2173–2188. https://doi.org/10.51594/ijmer.v6i7.1265
Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and Gratifications Research. The Public Opinion Quarterly, 37(4), 509–523. http://www.jstor.org/stable/2747854
Kearsley, G., & Shneiderman, B. (1998). Engagement Theory: A Framework for Technology-Based Teaching and Learning. Educational Technology, 38(5), 20–23. http://www.jstor.org/stable/44428478
Kelman, H. C. (1958). Further Thoughts on the Processes of Compliance, Identification, and Internalization. In Social Power and Political Influence (pp. 125–171). https://doi.org/10.4324/9781315129693-6
Kiseleva, E. M., Nekrasova, M. L., Mayorova, M. A., Rudenko, M. N., & Kankhva, V. S. (2016). The theory and practice of customer loyalty management and customer focus in the enterprise activity. International Review of Management and Marketing, 6(6), 95–103.
Koch, T. (2024). Communication and Persuasion BT - Schlüsselwerke für die Strategische Kommunikationsforschung (O. Hoffjann & S. Sandhu (eds.); pp. 377–387). Springer Fachmedien Wiesbaden. https://doi.org/10.1007/978-3-658-45292-6_33h
Kotler, P., & Armstong, G. (2018). Principles Of Marketing. In Peorson (17e Global). Pearson. https://doi.org/10.1093/oseo/instance.00295839
Kumar, V., & Reinartz, Werner. (2016). Creating Enduring Customer Value. Journal of Marketing, 80(6), 36–68. https://doi.org/10.1509/jm.15.0414
Kumar, M. S., & Rao, M. C. (2019). Heliyon Effect of Al 2 O 3 on structural and dielectric properties of PVP-CH 3 COONa based solid polymer electrolyte fi lms for energy storage devices. Heliyon, 5(January), e02727. https://doi.org/10.1016/j.heliyon.2019.e02727
Leeflang, M. M. . (2013). Systematic reviews of diagnostic test accuracy. Principles and Practice of Systematic Reviews and Meta-Analysis, 20, 105–113. https://doi.org/10.1007/978-3-030-71921-0_15
Lemon, Katherine N, & Verhoef, Peter C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
Lenin John, K. (2016). Theoretical Framework of Customer Loyalty Towards Mobile Phone Services. Shanlax International Journal of Arts, Science & Humanities, 3(4), 107–119.
Lilembalemba, I., & Phiri, J. (2024). Effects of Social Media Marketing on Brand Awareness Based on the Stimulus Organism Response Model in Developing Countries. Open Journal of Business and Management, 12(01), 615–633. https://doi.org/10.4236/ojbm.2024.121035
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
McCloskey, D. (2006). The bourgeois virtues: ethics for an age of commerce – By Deirdre N. McCloskey. The Economic History Review, 60(2), 452–453. https://doi.org/10.1111/j.1468-0289.2007.00384_34.x
Mohd-Ramly, S., & Omar, N. A. (2017). Exploring the influence of store attributes on customer experience and customer engagement. International Journal of Retail and Distribution Management, 45(11), 1138–1158. https://doi.org/10.1108/IJRDM-04-2016-0049
Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20. https://doi.org/10.2307/1252308
Nam, K., & Carnie, B. (2014). Design effectiveness : Building customer satisfaction and loyalty through design. June 2014, 1707–1727. http://eprints.whiterose.ac.uk/98018/
Oliver, R. L. (1999). Whence consumer loyalty ? Journal of Marketing, 63(Special Issue 1999), 33–44.
Palinkas, L. A., Horwitz, S. M., Green, C. A., Wisdom, J. P., Duan, N., & Hoagwood, K. (2015). Purposeful Sampling for Qualitative Data Collection and Analysis in Mixed Method Implementation Research. Administration and Policy in Mental Health and Mental Health Services Research, 42(5), 533–544. https://doi.org/10.1007/s10488-013-0528-y
Petty, R. E., & Cacioppo, J. T. (1986). The Elaboration Likelihood Model of Persuasion BT - Communication and Persuasion: Central and Peripheral Routes to Attitude Change (R. E. Petty & J. T. Cacioppo (eds.); pp. 1–24). Springer New York. https://doi.org/10.1007/978-1-4612-4964-1_1
Purnama, S., Bangun, C. S., Panjaitan, A. R. S., & Sampoerna, S. T. (2022). The Effect Of Digitalization On Culinary Msmes On Increasing Sales Turnover During Covid 19 Pandemic. APTISI Transactions on Technopreneurship, 4(1), 59–68. https://doi.org/10.34306/att.v4i1.228
Purwanti, I., Lailyningsih, D. R. N., & Suyanto, U. Y. (2022). Digital Marketing Capability and MSMEs Performance: Understanding the Moderating Role of Environmental Dynamism. Jurnal Manajemen Teori Dan Terapan | Journal of Theory and Applied Management, 15(3), 433–448. https://doi.org/10.20473/jmtt.v15i3.39238
Rahman, W. (2023). Culinary Business Online Marketing Strategies in the Post-Covid 19 Pandemic Era. Journal of Social Research, 2(5), 1666–1671. https://doi.org/10.55324/josr.v2i5.850
Reichheld, F. F., & Sasser, W. E. (1990). Zero defections: quality comes to services. Harvard Business Review, 68(5), 105–111.
Riley, M. W. (2025). No Title. American Sociological Review, 19(3), 355–357. https://doi.org/10.2307/2087772
Sahni, N. S., Wheeler, S. C., & Chintagunta, P. (2018). Personalization in email marketing: The role of noninformative advertising content. Marketing Science, 37(2), 236–258. https://doi.org/10.1287/mksc.2017.1066
Sari, R. K., Alfarizi, M., & Ab Talib, M. S. (2024). Sustainable strategic planning and management influence on sustainable performance: findings from halal culinary MSMEs in Southeast Asia. Journal of Modelling in Management, 19(6), 2034–2060. https://doi.org/10.1108/JM2-12-2023-0324
Sharabati, A. A. A., Ali, A. A. A., Allahham, M. I., Hussein, A. A., Alheet, A. F., & Mohammad, A. S. (2024). The Impact of Digital Marketing on the Performance of SMEs: An Analytical Study in Light of Modern Digital Transformations. Sustainability (Switzerland), 16(19), 1–25. https://doi.org/10.3390/su16198667
Sugiharto, B. H. (2024). The Role of E-commerce for MSMEs as a Digital Marketing Strategy in Facing Industrial Revolution 4.0. Management Studies and Business Journal (PRODUCTIVITY), 1(1), 99–107. https://doi.org/10.62207/80ndq458
Tuten, T. L., & Solomon, M. R. (2018). Social Media Marketing.
Umeogu, B. (2012). Source Credibility: A Philosophical Analysis. Open Journal of Philosophy, 02(02), 112–115. https://doi.org/10.4236/ojpp.2012.22017
van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253–266. https://doi.org/10.1177/1094670510375599
Verhoef, P. C., & Bijmolt, T. H. A. (2019). Marketing perspectives on digital business models: A framework and overview of the special issue. International Journal of Research in Marketing, 36(3), 341–349. https://doi.org/10.1016/j.ijresmar.2019.08.001
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Published
2025-05-28
How to Cite
Agung Nugroho Luthfi Imam Fahrudi, Anni Rahimah, & Onni Meirezaldi. (2025). Impact of Digital Marketing Strategies on Customer Loyalty and Sales Enhancement of Culinary MSMEs in E-commerce . International Journal of Economics, Business and Innovation Research, 4(03), 1072-1101. https://doi.org/10.63922/ijebir.v4i03.1855
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