Strategi Pemasaran Mie Ayam Setia dalam Meningkatkan Kepuasan dan Loyalitas Pelanggan di Jalan Sentosa Baru
Kata Kunci:
Strategi, Kepuasan, Loyalitas, PemasaranAbstrak
Industri kuliner Indonesia, khususnya segmen mie ayam, mengalami pertumbuhan pesat yang diiringi persaingan ketat. Mie Ayam Setia sebagai pelaku usaha perlu mengembangkan strategi pemasaran yang efektif untuk mempertahankan pelanggannya. Penelitian ini bertujuan untuk mengkaji implementasi strategi pemasaran Mie Ayam Setia dalam membangun kepuasan dan loyalitas pelanggan. Metode penelitian menggunakan pendekatan kualitatif melalui studi kasus dengan pengumpulan data wawancara, observasi, dan studi dokumentasi. Hasil penelitian mengidentifikasi bahwa Mie Ayam Setia menerapkan strategi berbasis kualitas produk, layanan prima, pemasaran digital, dan program loyalitas. Temuan utama menunjukkan bahwa konsistensi rasa dan kualitas pelayanan menjadi penentu utama kepuasan pelanggan, sementara program loyalitas yang terstruktur dan pemasaran digital yang aktif berperan penting dalam mempertahankan pelanggan. Implementasi strategi tersebut telah berhasil meningkatkan repeat order sebesar 25% dalam enam bulan terakhir.
Unduhan
Referensi
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