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Ade Mubarok
Universitas Adhirajasa Reswara Sanjaya
Religion Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Library & Information Science Mechanical Engineering Social Sciences Transportation

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Journal : Economic Development Progress

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Strategi Pemasaran dan Citra Merek dalam Meningkatkan Loyalitas Pelanggan pada Roti Kacang Hj. Eliya Lubis di Kota Tebing Tinggi Pasca Pembukaan Jalan Tol Medan-Kisaran dan Medan-P.Siantar Mubarok, Ade; Ramayanti, Maya
Economic Development Progress Vol. 4 No. 2 (2025): Economic Development Progress Edisi Desember 2025
Publisher : Sekolah Tinggi Ilmu Ekonomi Bina karya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70021/edp.v4i2.282

Abstract

This study aims to analyze marketing strategies and brand image in enhancing customer loyalty at Roti Kacang Hj. Eliya Lubis in Tebing Tinggi City. Roti Kacang Hj. Eliya Lubis is a well-known local souvenir product with a long-standing history, recognized by both local residents and tourists. However, since the opening of the Medan–Kisaran and Medan–Pematang Siantar toll roads, there has been a significant decline in tourist traffic that previously passed through Tebing Tinggi as a main route along the Sumatra corridor. This situation has negatively affected visitor numbers and product sales, creating a need for adaptive marketing strategies to maintain customer loyalty amid changing consumer mobility patterns.The findings reveal that effective marketing strategies are carried out through strengthening the local brand image and improving product quality. A strong brand image plays a crucial role in building customer trust and loyalty, despite the challenges posed by reduced visitor traffic due to the toll road development. Overall, the study concludes that although the opening of toll road access negatively impacts direct sales volume, a strong brand image and high product quality help sustain customer loyalty for Roti Kacang Hj. Eliya Lubis in an increasingly competitive market environment.
Co-Authors Acep Rohendi Adang Kurniawan Ali Akbar Rismayadi Ali Akbar Rismayadi Andhika Mega Pradana Andhika Mega Pradana Andre Prayoga Arief Setyarto Asep Dedy Asti Herliana, Asti Astri Rosmiati Aziz, Firdaus Abdul Bambang Tri Rahmat Doni Chairil M Noor Chairil M Noor Chairil M Noor, Chairil M Dadan Ramdan Dedy, Asep Devi Yuniati Dradjat Devi Yuniati Drajat Dhea Elita Futri Drajat, Devi Yuniati Dwinta Mulyanti Dwiza Riana Dwiza Riana Edi Purnomo Edi Setiadi Edy Purwanto Efawati, Yen Enjang Suherman Erfian Junianto Ersha Faturochman Fajar Aziz Laksono Fajar Giri Gumilar Faturochman, Ersha Fitaloka, Neng Diana Fitriyani Fitriyani Gartika Rahmasari, Gartika Haryani, Delimawar Heru Setiawan Hidayat, Fanny Agustina Iedam Fardian Anshori, Iedam Fardian Iman Sudirman Ina Najiyah Indah Woro Sugalih R Irma Sri Widhiyanti Ivan Sofyan Kopong, Fransiska Sabu M Ridza Apriyanta Mayya Nurbayanti Shobary Mochammad Chandra Kurniawan Muhammad Fatkhurohman Albashori Muhammad Ma’ruf Holid Junaedi Muslimah, Nadya Putri N Novi Nengsih, Ratna Neni Sumarni NENI SUMARNI, NENI Noneng Tia Aprilia Novi Imelia Nugroho, Himawan Agung Okatiranti O Purwadhi Purwadhi Putri, Naflina Utami Ramayanti, Maya Rangga Sanjaya Rian Andriani, Rian Rizki Tri Prasetio Sahputra , Anggi Salman Topiq Sandi Cahyadi Sandini, Dwi Sari Susanti Septi Wulandari Sri Hadianti Sri Hadianti Sri Wahyuning Suherman, Enjang Suherman, Himam Dwipratama Sukajie, Bambang Suroso Suroso Susanti, Deska Syarif Hidayatulloh Tanjung, Ranas Putra Teguh Sumarno Toni Arifin Tresna Budiarti Wildan Wiguna Yani Restiani Widjaja, Yani Restiani Yosef Abdul Ghani Yudi Ramdhani Yudistira Dwi Putra Kurniawan