Online Marketing Strategies and Brand Image in Building Consumer Loyalty: A Study on Skipjack Tuna Floss Products in Lewoleba City

This study examined the influence of online marketing and brand image on consumer loyalty of skipjack tuna floss products at POKLAHSAR Cakalang, Lewoleba City. A quantitative causal approach was employed with 68 respondents selected through accidental sampling technique. Data were analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression, F-test, t-test, and coefficient of determination. The results showed that online marketing partially had no significant effect on consumer loyalty (sig. = 0.592; t- count 0.539), due to the limited use of digital platforms confined to WhatsApp and Facebook without consistent content strategies. Conversely, brand image had a positive and significant effect (sig. = 0.000; t-count 9.053) with a regression coefficient of 1.032, making it the most dominant variable (Beta 0.751). Simultaneously, both variables significantly influenced consumer loyalty (F-count 45.338 > F-table 3.140) with Adjusted R² of 0.570, indicating that 57% of consumer loyalty variation was explained by online marketing and brand image, while the remainder was influenced by other factors such as product quality and price. These findings emphasized that strengthening brand image through consistent quality and packaging should be the primary priority in building consumer loyalty for skipjack tuna floss products. Therefore, business actors are advised to improve planned and sustainable digital marketing strategies to expand market reach and strengthen brand positioning amidst increasingly intense competition.