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All Journal Mount Hope Management International Journal
Ronika Cahya Putri Ayu
Institut Teknologi dan Bisnis Tuban
Decision Sciences, Operations Research & Management

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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.
Co-Authors Abdul Muin Darul Fikri Dinda Elisiya Silvy Dewi Anggraini Siti Fatmawati Syakila Dwi Ramadhani