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All Journal Jurnal Bisnis dan Manajemen West Science Mount Hope Management International Journal
Silvy Dewi Anggraini
Institut Teknologi dan Bisnis Tuban
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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STRATEGI LOCK-IN LOYALTY STARBUCKS DALAM MEMBENTUK LOYALITAS KONSUMEN: ANALISIS PERILAKU KONSUMEN Abdul Muin; Darul Fikri; Silvy Dewi Anggraini; Siti Fatmawati; Ronika Cahya Putri Ayu; Dinda Elisiya; Syakila Dwi Ramadhani
Mount Hope Management International Journal Vol. 4 No. 1 (2026)
Publisher : Institut Teknologi dan Bisnis Kristen Bukit Pengharapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61696/momil.v4i1.1186

Abstract

The rapid growth of the Food and Beverage (F&B) industry in Indonesia has intensified competition among coffee brands, making customer loyalty an important factor in maintaining business sustainability. This study aims to analyze the effectiveness of Starbucks' lock-in loyalty strategy in building customer loyalty in Indonesia. The research employed a qualitative approach using a case study method. Data were collected from various digital sources, including Starbucks' official social media accounts, company websites, the Starbucks Rewards application, and supporting documents. The data were analyzed using content analysis techniques to identify the forms and implementation of lock-in loyalty strategies. The results show that Starbucks strengthens customer loyalty through several integrated strategies, including rewards programs, service personalization, digital applications, and transaction convenience. These strategies create both functional and emotional benefits that encourage repeat purchases and long-term customer attachment. In addition, customer loyalty is influenced by consumer behavior factors such as culture, social class, reference groups, and electronic word of mouth (E-WOM). The combination of these factors enables Starbucks to maintain customer loyalty and strengthen its competitive position in the increasingly competitive coffee industry.
Eksplorasi Program Corporate Social Responsibility PT Solusi Bangun Indonesia Pabrik Tuban dalam Mendukung Keberlanjutan Usaha UMKM Binaan Mochamad Sholeh; Silvy Dewi Anggraini; Rian Kusuma Wardhana
Jurnal Bisnis dan Manajemen West Science Vol 5 No 02 (2026): Jurnal Bisnis dan Manajemen West Science
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/jbmws.v5i02.3724

Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) memiliki peran penting dalam perekonomian Indonesia, namun masih menghadapi berbagai kendala seperti keterbatasan kapasitas usaha, legalitas, dan akses pasar yang dapat menghambat keberlanjutan usaha. Salah satu upaya yang dilakukan untuk mengatasi permasalahan tersebut adalah melalui program Corporate Social Responsibility (CSR) perusahaan. Penelitian ini bertujuan untuk mengeksplorasi program CSR PT Solusi Bangun Indonesia Tbk Pabrik Tuban dalam mendukung keberlanjutan usaha UMKM binaan. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus. Informan penelitian berjumlah lima pelaku UMKM penerima manfaat program CSR yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui wawancara mendalam, observasi, dan dokumentasi, kemudian dianalisis menggunakan bantuan perangkat lunak NVivo 12 Pro melalui proses coding, kategorisasi tema, dan visualisasi data. Hasil penelitian menunjukkan bahwa program CSR PT Solusi Bangun Indonesia Pabrik Tuban diwujudkan dalam bentuk pelatihan dan pengembangan kapasitas, bantuan peralatan produksi, pendampingan legalitas usaha, pendampingan pemasaran, serta penyediaan fasilitas produksi bersama. Program tersebut memberikan dampak positif terhadap keberlanjutan usaha UMKM dari aspek ekonomi, sosial, dan keberlanjutan jangka panjang. Kebaruan penelitian ini terletak pada eksplorasi mendalam mengenai implementasi CSR perusahaan industri semen terhadap keberlanjutan UMKM binaan melalui analisis kualitatif berbasis NVivo. Temuan penelitian memberikan implikasi bahwa model CSR berbasis pendampingan berkelanjutan dapat menjadi strategi efektif dalam meningkatkan kemandirian dan daya saing UMKM.
FAKTOR LINGKUNGAN KONSUMEN, KELOMPOK ACUAN DAN E-WOM DALAM EKOSISTEM MEDIA SOSIAL : STUDI KASUS VIRAL MARKETING ALDIS BURGER Fajrina Fatil Minati; Yuliani Setia Ningrum; silvy dewi anggraini; Aldi Saifulloh; irvaia miftakhul jannah; m. naizil ma'wqa; destania shezylia rossi putri
Mount Hope Management International Journal Vol. 4 No. 1 (2026)
Publisher : Institut Teknologi dan Bisnis Kristen Bukit Pengharapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61696/momil.v4i1.1188

Abstract

The development of social media has encouraged the emergence of various digital marketing strategies, one of which is viral marketing. The phenomenon of Aldis Burger promoted by Aldi Taher is interesting to study because of its success in attracting public attention through social media and the personal branding of public figures. This study aims to analyze consumer behavior in responding to Aldis Burger's viral marketing strategy based on cultural, demographic, economic, social, family and reference group factors, as well as technology and electronic word of mouth (e-WOM). The study uses a qualitative descriptive approach with the ADD case study method. The data source was obtained from an Instagram post @Bisnishack Official entitled "Don't Copy Aldi Taher's Viral Marketing", supported by various relevant literature and previous research. The analysis technique was carried out through content analysis of the post's content and linked to consumer behavior theory. The results of the study indicate that viral marketing can increase consumer attention and curiosity about the product. In addition, digital culture, demographic characteristics of the younger generation, economic considerations, the influence of family and reference groups, and the dissemination of information through social media and e-WOM also influence consumer interest and purchasing decisions. These findings suggest that the success of a digital marketing strategy is the result of the interaction between viral marketing and consumer behavioral factors in the digital environment.
Co-Authors Abdul Muin Aldi Saifulloh Darul Fikri destania shezylia rossi putri Dinda Elisiya Fajrina Fatil Minati irvaia miftakhul jannah m. naizil ma'wqa Mochamad Sholeh Rian Kusuma Wardhana Ronika Cahya Putri Ayu Siti Fatmawati Syakila Dwi Ramadhani Yuliani Setia Ningrum