Adapting Marketing Strategies and Transforming Customer Value in the Digital Era

Bening Naya D. Giani; Tezar Arianto; Sri Ekowati; Ratnawili

doi:10.59890/ijfbm.v4i2.225

Authors

Bening Naya D. Giani Universitas Muhammadiyah Bengkulu
Tezar Arianto Universitas Muhammadiyah Bengkulu
Sri Ekowati Universitas Muhammadiyah Bengkulu
Ratnawili Universitas Muhammadiyah Bengkulu

DOI:

https://doi.org/10.59890/ijfbm.v4i2.225

Keywords:

Digital Marketing Strategy, Customer Value, Customer Experience, Customer Loyalty, Alfagift Application

Abstract

Digital technology encourages retail companies to adapt their marketing strategies to create new value for customers. Digitalization not only facilitates transactions but also creates new experiences that influence how customers perceive value in shopping activities. This study aims to understand how marketing strategies adapt to transform customer value in the digital era through the use of the Alfagift application. This study used a qualitative method with a phenomenological approach. Data were obtained through in-depth interviews with three informants: one Alfamart manager and two customers using the Alfagift application, supported by observation and documentation techniques. Data analysis was conducted using a phenomenological analysis model. Research shows that utilizing the Alfagift app as part of a digital marketing strategy can provide easy access to product and promotional information, increase shopping efficiency, and provide various additional benefits through promotional programs and digital vouchers. Furthermore, the use of the app also influences customer behavior in the purchasing decision-making process. This study concludes that adapting a digital-based marketing strategy not only serves as a promotional tool but also transforms customer value toward a more practical, efficient, and modern shopping experience.

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