Analisis Strategi Diferensiasi dalam Peningkatan Loyalitas Pelanggan di Era Digital pada PT. Bukalapak.Com
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Era digital telah membawa perubahan signifikan dalam perilaku konsumen dan pola persaingan, khususnya di industri e-commerce. Strategi diferensiasi menjadi salah satu pendekatan penting yang dapat meningkatkan loyalitas pelanggan di tengah persaingan yang semakin ketat. Penelitian ini bertujuan untuk menganalisis penerapan strategi diferensiasi dalam meningkatkan loyalitas pelanggan di PT. Bukalapak.Com melalui pendekatan tinjauan pustaka. Data dikumpulkan dari berbagai sumber literatur, termasuk artikel jurnal, laporan industri, dan dokumen terkait yang membahas strategi diferensiasi dan loyalitas pelanggan dalam konteks e-commerce. Hasil tinjauan menunjukkan bahwa strategi diferensiasi di Bukalapak didasarkan pada inovasi produk dan layanan, personalisasi pengalaman pengguna, serta pengembangan fitur unggulan seperti BukaMall dan BukaEmas. Selain itu, pendekatan pemasaran digital yang kreatif dan berbasis teknologi memainkan peran penting dalam menciptakan pengalaman pelanggan yang unik dan bernilai. Strategi ini tidak hanya meningkatkan kepuasan pelanggan tetapi juga membangun hubungan jangka panjang yang memperkuat loyalitas. Namun, literatur juga mengidentifikasi beberapa tantangan, seperti kebutuhan untuk terus berinovasi dan menjaga keunggulan kompetitif di tengah persaingan yang dinamis. Implikasi dari penelitian ini menyoroti pentingnya strategi diferensiasi yang konsisten dan adaptif untuk menjaga daya saing dan loyalitas pelanggan di era digital.
Kata kunci: strategi diferensiasi, loyalitas pelanggan, era digital, PT. Bukalapak.Com.
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DOI: https://doi.org/10.37531/yum.v8i1.8123
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