THE INFLUENCE OF DIGITAL MARKETING ON TOURISM BRANDING STRATEGY (CASE STUDY ON "CENGKLIK RESERVOIR" ATTRACTION, BOYOLALI, CENTRAL JAVA, INDONESIA)

Abstract The purpose of this study was: 1) To test and measure the partial and simultaneous influence of service quality, product quality, and promotion on customer loyalty. (2) To find out the most dominant factor influencing customer loyalty. This study was conducted on customers using the online shopping site shopee in Purwodadi.. Given that the population distribution is unknown, according to Cooper and Schindler (2019) the number of samples taken was 96 respondents. With purposive sampling. The results of the study found that there was a partial and simultaneous influence of service quality, product quality, and promotion on customer loyalty. Service quality is the most dominant factor influencing customer loyalty in Purwodadi. Customer loyalty can be explained by service quality, product quality, and promotion by 92.0%. While the remaining 7.30% is influenced by other variables outside the variables studied in this study..