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All Journal Jurnal Pariwisata Pesona Journal of Economic, Bussines and Accounting (COSTING) CAPITAL: JURNAL EKONOMI DAN MANAJEMEN Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Riset Bisnis dan Manajemen International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Jurnal Ilmiah Metansi (Manajemen dan Akuntansi) Journal of Management and Creative Business Social Science Academic Business Management Research Innovation Business Management and Accounting Journal Jurnal Akuntansi Bisnis dan Humaniora
Mokhamad Natsir
Universitas Merdeka Malang
Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

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EFFORTS TO IMPROVE CUSTOMER LOYALTY IN BEAUTY CARE SERVICES AMID ECONOMIC UNCERTAINTY: A CASE STUDY OF ERGLOSSY, BLITAR CITY Erlina Yuni Arista; Mokhamad Natsir; Harianto Respati
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 5 (2026): October
Publisher : CV. Radja Publika

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Abstract

This study aims to analyze efforts to increase customer loyalty of beauty care services at Erglossy, Blitar City in the face of economic uncertainty for the period 2024–2026. The background of the study is based on a significant decline in turnover, from Rp409,411,440 in 2024 to Rp260,146,720 in 2025, and Rp69,210,100 in January–May 2026, due to weakening purchasing power, deflation, shrinking middle class, and a wave of national layoffs. This qualitative research with a case study design collected data through in-depth interviews, participant observation, and documentation of 14 informants selected through purposive and snowball sampling techniques. Data were analyzed using the interactive model of Miles, Huberman, and Saldaña. The results showed that the decline in visit trends was triggered by limited customer time, economic pressures, accessibility constraints, and intensified competition. The loyalty formation process confirms Oliver's (1999) four-stage model, but with the distinctive finding that the affective dimension is the starting point for loyalty formation, preceding the cognitive dimension. This study also found the phenomenon of community advocacy, namely the behavior of loyal customers who actively invite those closest to them to participate in joint care as the highest level of loyalty. Erglossy's strategy includes 3S service standards, active promotions, proactive follow-up via WhatsApp, service personalization, customer appreciation programs, and responsive complaint handling. The main obstacles lie in human resource capacity and physical infrastructure, while strategic opportunities lie in the potential for word-of-mouth. This study recommends strengthening human resources, a more formal loyalty program, and facilitating community advocacy as low-cost new customer acquisition strategies.
Co-Authors Alfred Lasarudin Ami Widyastutik Aning Ikawati Edi Suwandi Erlina Yuni Arista Hamzah Nugrohanto Kamaluddin M.C. Sina Setyadi Maria Magdalena Sri Widiastuti Muhammad Elmas Nabil Ichlasul Fikri Nanny Roedjinandari Patalo, Ryan Gerry Respati Respati Robiatul Adawiyah Sem Kandai Sina Setiyadi Sri Wahyuningsih Sunardi Sunaryati Hardiani Supriadi, Bambang Tanto G Sumarsono Tanto Gatot Sumarsono Tim Slamet Sulistiyono Udayat Udayat Umu Khouroh Widji Astuti Yanuardi Bachtiar Yusaq Tomo Ardianto