Determination of Airline Consumer Loyalty: Analysis of Digital Marketing, Promotion, Brand Image, and Repeat Orders
DOI:
https://doi.org/10.38035/dijdbm.v7i3.6749Keywords:
Consumer Loyalty, Digital Marketing, Promotion, Brand Image, Repeat OrdersAbstract
This study aims to analyze the influence of digital marketing, promotions, brand image, and repeat orders on airline consumer loyalty. The method used is a Systematic Literature Review (SLR) by integrating findings from 50 reputable scientific articles sourced from international journals indexed by Scopus, Web of Science, Elsevier, Sage, Emerald, and national journals indexed by SINTA. Literature selection was carried out using strict inclusion and exclusion criteria, with data analysis through the stages of data reduction, data presentation, and drawing conclusions strengthened by source triangulation. The results of the study indicate that: 1) Digital Marketing influences Airline Consumer Loyalty; 2) Promotion influences Airline Consumer Loyalty; 3) Brand Image influences Airline Consumer Loyalty; 4) Repeat Orders influence Airline Consumer Loyalty
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