Pengaruh Budaya dalam Strategi Pemasaran: Studi Promosi Ramadhan dan Loyalitas Konsumen (2020-2022)

A. Ifayani Haanurat; Rani Darmayanti

doi:10.55757/tasharruf.v3i2.637

Authors

A. Ifayani Haanurat Universitas Muhammadiyah Makasar, Indonesia
Rani Darmayanti Universitas Muhammadiyah Malang, Indonesia

DOI:

https://doi.org/10.55757/tasharruf.v3i2.637

Keywords:

Budaya, loyalitas konsumen, promosi Ramadhan, marketplace Indonesia, strategi pemasaran berbasis budaya

Abstract

Penelitian ini mengeksplorasi pengaruh elemen budaya terhadap strategi pemasaran, khususnya dalam konteks promosi Ramadhan dan loyalitas konsumen di marketplace Indonesia pada periode 2020-2022. Penelitian ini menggunakan data dari studi sebelumnya serta analisis berbagai dimensi budaya untuk menggali hubungan antara strategi pemasaran yang berbasis budaya dan perilaku konsumen. Hasil menunjukkan bahwa budaya lokal memiliki dampak signifikan terhadap persepsi konsumen terhadap merek, terutama saat strategi pemasaran disesuaikan dengan nilai-nilai budaya lokal. Promosi Ramadhan, yang terkait dengan nilai religius, menciptakan ikatan emosional yang kuat dengan konsumen, sehingga meningkatkan loyalitas jangka panjang terhadap marketplace. Selain itu, kualitas layanan dan nilai produk berperan penting dalam niat konsumen untuk melakukan pembelian ulang, terutama pada merek yang berstandar halal. Penelitian ini menekankan pentingnya pemahaman mendalam terhadap elemen budaya dalam merancang strategi pemasaran yang efektif di pasar Indonesia. Dengan memanfaatkan momen budaya dan religius seperti Ramadhan, perusahaan dapat meningkatkan loyalitas konsumen dan memperkuat posisi mereknya di pasar

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