MEMBANGUN LOYALITAS KONSUMEN MELALUI KUALITAS PRODUK DAN HARGA EKONOMIS: Strategi Usaha Mikro Ayam Geprek Qita di Era Digital

Abstrak

The purpose of this study is to explore and analyse the business strategy of Ayam Geprek Qita in the context of digitalisation to increase sales and customer loyalty. The research method used was a qualitative approach, a case study, and a purposive sampling technique. Data were collected using triangulation techniques (observation, in-depth interviews, and documentation) and analysis of the Miles and Huberman interactive model. Research results show that consumers prioritise direct interactions, making a friendly service-based approach and product quality key factors in building loyalty. Word of mouth has proven more effective than Facebook, while WhatsApp serves as a simple yet relevant communication medium to support sales transactions. Therefore, integrating a relational approach with the use of simple digital technology is a contextual and sustainable strategy for micro-businesses.

Kata kunci

• Consumer Loyalty
• Digital Marketing
• Marketing Strategy
• Micro Businesses
• Product Quality