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Abstract
This research entitled "Online Community Marketing Strategies for Building Customer Loyalty at UD. Surya in Gunungsitoli City" aims to examine the implementation of online community-based marketing strategies by UD. Surya and evaluate effective online community characteristics supporting these strategies. The study also identifies applied online marketing strategies, understands online community interaction roles in customer loyalty formation, and analyzes how online community strategies contribute more significantly than conventional marketing approaches. The research employs qualitative methodology with data collection through in-depth interviews with business owners, marketing staff, and UD. Surya community members. Results show UD. Surya implements online community-based marketing through WhatsApp Groups and Facebook, functioning as direct communication channels. Effective online communities are characterized by active member engagement, open two-way communication, and added value including product information, special discounts, and rapid business responses. Online marketing strategies encompass digital product promotion, brand strengthening through engaging content, and customer testimonials for trust-building. Online community interactions prove crucial in creating belonging and customer loyalty toward UD. Surya. Compared to conventional strategies, online community approaches are more efficient, interactive, and directly impact loyalty and customer growth, making online communities relevant and effective marketing strategies supporting UMKM business growth in the digital era.
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References
- Devi, E. K., & Romansyah, N. (2024). Digital Marketing Strategy and Its Influence on Customer Loyalty in the E-Commerce Era. FISKAL: Journal of Economics, Business, and Management, 01(1), 1–7.
- Hanafi, M., & Gunawan. (2025). Marketing Strategy in Building Customer Loyalty at Wajit Sederhana Store. Wahana Pendidikan Scientific Journal, 11(1.D), 182–194.
- Hardani. (2020). Qualitative & Quantitative Research Methods. Pustaka Ilmu.
- Haryono. (2023). Data Sources in Qualitative Research. Remaja Rosdakarya.
- Kansa, F. H., & Wiryany, D. (2025). Analysis of Marketing Communication Strategy on Instagram Account @inabauniversityofficial. Comdent: Communication Student Journal, 2(2), 471–486. https://doi.org/10.24198/comdent.v2i2.61259
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- Kuspriyono, T. (2020). This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Widya Cipta: Journal of Secretarial and Management, 4(2), 99–106. http://ejournal.bsi.ac.id/ejurnal/index.php/widyacipta
- Maslahatun, Pricilia, M., Aulia, R., & Ruga, Z. A. L. (2025). Social Media Marketing Strategy in Enhancing Engagement and Loyalty of Generation Z. Academic Campus Publishing Scientific Journal of Economics and Management, 3(2), 361–371.
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- Sitindaon, N. (2025). Digital Marketing Strategy in Enhancing Consumer Loyalty: A Study on MSMEs in the Industry 4.0 Era. Digital Business Progress, 4(1), 53–59. www.journal.stie-binakarya.ac.id
- Sugiyono. (2018). Quantitative, Qualitative and R&D Research Methods. Alfabeta.
- Surjono, W. (2024). Digital Marketing Management Strategy in Enhancing Customer Loyalty: A Case Study on Technology Start-up Companies in Indonesia. Journal of Mandalika Literature, 6(1), 18–29.
- Syafira, A., & Rohman, A. (2024). Implementation of Social Media Promotion Strategy on Consumer Loyalty at Mie Marlena, Banyu Sangkah Tanjung Bumi Bangkalan. Academic Media Journal (JMA), 2(6), 1–20. https://doi.org/10.38204/komversal.v5i2.1499
- Wijaya, L. I., Zunairoh, Z., Izharuddin, M., & Rianawati, A. (2025). Scope of E-Commerce use, innovation capability, and performance: Food sector MSMEs in Indonesia. Journal of Open Innovation: Technology, Market, and Complexity, 11(1). https://doi.org/10.1016/j.joitmc.2024.100459
References
Devi, E. K., & Romansyah, N. (2024). Digital Marketing Strategy and Its Influence on Customer Loyalty in the E-Commerce Era. FISKAL: Journal of Economics, Business, and Management, 01(1), 1–7.
Hanafi, M., & Gunawan. (2025). Marketing Strategy in Building Customer Loyalty at Wajit Sederhana Store. Wahana Pendidikan Scientific Journal, 11(1.D), 182–194.
Hardani. (2020). Qualitative & Quantitative Research Methods. Pustaka Ilmu.
Haryono. (2023). Data Sources in Qualitative Research. Remaja Rosdakarya.
Kansa, F. H., & Wiryany, D. (2025). Analysis of Marketing Communication Strategy on Instagram Account @inabauniversityofficial. Comdent: Communication Student Journal, 2(2), 471–486. https://doi.org/10.24198/comdent.v2i2.61259
Koesrianti, K., & Tanega, J. (2024). A Review of the Indonesian Regulatory Policy on MSMEs and Cooperatives for Boosting Economic Potential towards the Industrial Revolution 4.0. Padjadjaran Journal of Legal Studies, 11(3), 434–458. https://doi.org/10.22304/pjih.v11n3.a6
Kuspriyono, T. (2020). This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Widya Cipta: Journal of Secretarial and Management, 4(2), 99–106. http://ejournal.bsi.ac.id/ejurnal/index.php/widyacipta
Maslahatun, Pricilia, M., Aulia, R., & Ruga, Z. A. L. (2025). Social Media Marketing Strategy in Enhancing Engagement and Loyalty of Generation Z. Academic Campus Publishing Scientific Journal of Economics and Management, 3(2), 361–371.
Moleong, L. J. (2021). Qualitative Research Methodology (Revised). Remaja Rosdakarya.
Permana, E., Furdaus, S. N. I., & Pratama, A. P. (2025). Community Marketing Strategy in Building Somethinc Brand Loyalty on TikTok Shop. Indonesian Journal of Economics and Development, 3(3), 18–30. https://doi.org/10.61132/jepi.v3i4.1462
Rudianto, Z. R. V. (2023). Digital Marketing Strategy for MSMEs to Enhance Competitiveness (Case Study on MSMEs in the Special Region of Yogyakarta). Journal of Business Economics, Management and Accounting (JEBMAK), 2(2), 449–456.
Sitindaon, N. (2025). Digital Marketing Strategy in Enhancing Consumer Loyalty: A Study on MSMEs in the Industry 4.0 Era. Digital Business Progress, 4(1), 53–59. www.journal.stie-binakarya.ac.id
Sugiyono. (2018). Quantitative, Qualitative and R&D Research Methods. Alfabeta.
Surjono, W. (2024). Digital Marketing Management Strategy in Enhancing Customer Loyalty: A Case Study on Technology Start-up Companies in Indonesia. Journal of Mandalika Literature, 6(1), 18–29.
Syafira, A., & Rohman, A. (2024). Implementation of Social Media Promotion Strategy on Consumer Loyalty at Mie Marlena, Banyu Sangkah Tanjung Bumi Bangkalan. Academic Media Journal (JMA), 2(6), 1–20. https://doi.org/10.38204/komversal.v5i2.1499
Wijaya, L. I., Zunairoh, Z., Izharuddin, M., & Rianawati, A. (2025). Scope of E-Commerce use, innovation capability, and performance: Food sector MSMEs in Indonesia. Journal of Open Innovation: Technology, Market, and Complexity, 11(1). https://doi.org/10.1016/j.joitmc.2024.100459