Sayurbox’s Efforts to Increase Consumer Loyalty through Content-Based and Promotional Digital Marketing Strategies

Abstract

Consumer loyalty is a key factor in maintaining business sustainability in today’s highly competitive digital economy. This study aims to analyze content-based and promotional digital marketing strategies implemented by Sayurbox, an e-commerce platform specializing in fresh produce, to enhance consumer loyalty. Using a qualitative approach with a case study method, data were collected through questionnaires distributed to 11 respondents to explore their perceptions of the effectiveness of Sayurbox’s content and promotional strategies. The findings reveal that educational content, such as healthy living tips and local farmer stories, plays a crucial role in creating emotional engagement with consumers. Meanwhile, promotional activities, including discounts and free shipping, effectively drive purchase decisions, though they do not necessarily ensure long-term loyalty. The study also found that consumer loyalty is more strongly influenced by product quality than by pricing or promotional factors. Although Sayurbox has achieved relatively high brand awareness, actual user engagement remains low, indicating the need for strengthening content distribution, market education, and customer needs based approaches. This study concludes that the integration of educational content and strategic promotion is vital to building consumer loyalty in the agricultural e-commerce sector.