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Abstract
Digital marketing strategies in the educational field aim to build loyalty among university students, demonstrating that proper implementation affects retention and satisfaction. The lack of loyalty towards an educational institution is mainly attributed to low educational quality, poor institutional communication, and a lack of management to promote student participation, among other factors. This article analyzed the influence of educational digital marketing on university loyalty. The methodology employed was a mixed approach, relational in nature, with simple random sampling applied to university students. A baseline was established to evaluate how educational digital marketing impacts student loyalty, considering key factors such as social media interaction, content personalization, and digital communication strategies. Among the results, effective practices were identified to maintain student interest and loyalty towards educational institutions, providing recommendations to optimize digital marketing campaigns and enhance the university experience.
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