Digital Marketing Strategies to Increase Customer Loyalty in Food Catering Businesses in the Digital Era

Abstract

The rapid proliferation of digital technologies has fundamentally transformed the competitive landscape of the food catering industry, compelling businesses to adopt sophisticated digital marketing strategies to sustain and grow their customer base. This study investigates the relationship between digital marketing strategies and customer loyalty in food catering businesses in Indonesia, with a focus on identifying which digital marketing dimensions most effectively drive loyalty outcomes in the digital era. Employing a quantitative research design with a survey-based approach, data were collected from 215 active customers of food catering services in the Bandung metropolitan area. The digital marketing dimensions examined include social media marketing, content marketing, search engine optimization (SEO), email marketing, and online reputation management. Customer loyalty was measured across four indicators: repurchase intention, referral behavior, emotional attachment, and price insensitivity. Structural Equation Modeling (SEM) analysis reveals that social media marketing (β = 0.412, p < 0.001), content marketing (β = 0.318, p < 0.001), and online reputation management (β = 0.287, p < 0.01) are the strongest predictors of customer loyalty. Customer satisfaction and brand trust are confirmed as significant mediating variables in the digital marketing–loyalty relationship. The study concludes that an integrated digital marketing strategy centered on authentic content creation, active community engagement, and proactive online reputation management is most effective in cultivating loyal customer relationships in food catering businesses. Practical recommendations for catering business owners and digital marketing practitioners are presented.