The Impact of Digital Marketing on Brand Awareness, Purchase Intention, Customer Satisfaction and Retention: A Survey Study on Aldi Retail Stores
- Background of the study
Digital marketing is a necessary strategy for businesses in the current era. It involves the use of various digital channels, such as websites, emails, mobile apps, and interactive TV, to reach and engage with customers. The COVID-19 pandemic has accelerated the shift towards digital marketing strategies, as people are encouraged to stay at home and government policies discourage physical gatherings, leading to an increase in online sales. Digital advertising spending in Indonesia, including video advertising, social media advertising, banner advertising, and search advertising, is also predicted to increase by around IDR 21 billion, or 15.15% year on year, compared to March 2019, due to the impact of COVID-19 (Sinha and Singh, 2020).
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