Proceedings of the 1st International Conference on Business, Economic, and Social Sustainability (ICOBES 2025)

<Previous Article In Volume
Next Article In Volume>

Conceptualizing the Impact of Digital Marketing on Customer Loyalty through Brand Awareness and Customer Engagement

Authors
Ria Prasetyaningsih1, *, Ambar Lukitaningsih1
1Universitas Sarjanawiyata Tamansiswa, Yogyakarta, Indonesia
*Corresponding author. Email: rhea.setya@gmail.com
Corresponding Author
Ria Prasetyaningsih
Available Online 15 April 2026.
DOI
10.2991/978-94-6239-626-5_21How to use a DOI?
Keywords
Digital Marketing; Brand Awareness; Customer Engagement; Customer Loyalty; Mediating Effects; Marketing Strategy
Abstract

The aim of this research is to investigate the impact of digital marketing on customer loyalty through brand awareness and customer engagement. Organizations are deploying digital marketing as a strategic tool to access and engage customers, create brand awareness, and maintain sustainable customer loyalty. In spite of receiving considerable attention because of the fact that various studies have indicated a positive role played by digital marketing on customer loyalty, there remains an ambiguity in terms of understanding how this effect is driven. This research aims to fill that gap by exploring how digital marketing influences brand awareness and customer engagement, which in turn affect customer loyalty. The study focuses on POLYTRON, a local electronics brand, to explore how their digital marketing efforts in Indonesia impact customer relationships. The results indicated that digital marketing has a significant impact on customer loyalty via increasing brand recognition and enhancing customer attention. The implications of the study were found to be relevant for companies willing to formulates their digital marketing strategy better with respect to customer loyalty.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

<Previous Article In Volume
Next Article In Volume>
Volume Title
Proceedings of the 1st International Conference on Business, Economic, and Social Sustainability (ICOBES 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
15 April 2026
ISBN
978-94-6239-626-5
ISSN
2352-5428
DOI
10.2991/978-94-6239-626-5_21How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Ria Prasetyaningsih
AU  - Ambar Lukitaningsih
PY  - 2026
DA  - 2026/04/15
TI  - Conceptualizing the Impact of Digital Marketing on Customer Loyalty through Brand Awareness and Customer Engagement
BT  - Proceedings of the 1st International Conference on Business, Economic, and Social Sustainability (ICOBES 2025)
PB  - Atlantis Press
SP  - 279
EP  - 293
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-626-5_21
DO  - 10.2991/978-94-6239-626-5_21
ID  - Prasetyaningsih2026
ER  -