ANALISIS STRATEGI PEMASARAN DIGITAL MELALUI MEDIA SOSIAL DALAM MEMBANGUN LOYALITAS PELANGGAN : STUDI KASUS PENTACITY HOTEL BALIKPAPAN

This study aims to analyze digital marketing strategies through social media in building customer loyalty at Pentacity Hotel Balikpapan. The study used a descriptive qualitative approach with four informants (n=4) consisting of a Marketing Manager, a Revenue Executive, and two loyal customers. Data collection techniques were carried out through observation, in-depth interviews, and documentation, then analyzed using the Miles and Huberman interactive model and SWOT analysis to identify supporting and inhibiting factors. The variables analyzed included digital marketing strategy indicators according to Nasdini (2012), namely accessibility, interactivity, entertainment, credibility, irritation, and informativeness, as well as customer loyalty indicators according to Aminsyah and Yulianti (2019) which include continue purchasing, say positive things, and recommend friends. The results of the study indicate that the digital marketing strategy through social media at Pentacity Hotel Balikpapan has been implemented in an integrated and effective manner in supporting customer loyalty. This is reflected in the increase in room occupancy rates from 71.69% in 2023 to 79.93% in 2024, as well as the increase in the percentage of repeat guests through digital channels from 77.41% (2023), 84.92% (2024), to 98.32% (2025). The SWOT analysis shows that the main strengths lie in social media optimization and responsive interactions, while the main challenges come from digital competition and consistent content management. Overall, digital marketing strategies through social media have proven to play a strategic role in strengthening customer loyalty and supporting hotel competitiveness in a sustainable manner.