DIGITAL MARKETING STRATEGY BASED ON TOURISM EXPERIENCE IN INTERNATIONAL PERSONAL SHOPPING SERVICES: A COMPARATIVE STUDY BETWEEN INDONESIA AND HONG KONG
Keywords:
personal shopping service, digital marketing strategy, tourism, customer loyalty, international businessAbstract
The growth of the digital economy and the increasing global mobility of Indonesian society have given rise to the emergence of cross-border personal shopping services (commonly known as jastip). This business model leverages international travel—whether for leisure or professional purposes—as an opportunity to purchase goods abroad based on customer requests back home. The phenomenon reflects not only a growing demand for foreign products but also a high level of social trust in third-party intermediaries. This study aims to analyze the digital marketing strategies employed by jastip practitioners by integrating elements of international tourism experiences, digital technology adaptation, and customer relationship management. Furthermore, it compares the approaches used by jastip actors in Indonesia and Hong Kong to uncover differences in marketing tactics and their impact on customer loyalty. Using a comparative qualitative methodology based on case studies and literature review, the findings reveal that effective marketing strategies rely on a combination of visual storytelling, adaptation to local trends, transparency in product and pricing information, and intensive interaction via social media platforms. These insights offer valuable implications for digital MSMEs seeking to enhance their competitiveness and expand their customer networks in the global market.
Keywords: personal shopping service, digital marketing strategy, tourism, customer loyalty, international business
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