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All Journal IQTISHODUNA Sketsa Bisnis Jurnal Riset Inspirasi Manajemen dan Kewirausahaan International Journal of Economics, Business and Accounting Research (IJEBAR) Management Studies and Entrepreneurship Journal (MSEJ) JIEB : Jurnal Ilmiah Ekonomi Bisnis JAREE (Journal on Advanced Research in Electrical Engineering) International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Wiga : Jurnal Penelitian Ilmu Ekonomi Jurnal Ilmu Manajemen Advantage NUSRA: Jurnal Penelitian dan Ilmu Pendidikan Jurnal Ilmiah Metansi (Manajemen dan Akuntansi) Enrichment: Journal of Multidisciplinary Research and Development Social Science Academic Kajian Akuntansi Global Management: International Journal of Management Science and Entrepreneurship Brilliant International Journal of Management and Tourism Innovation Business Management and Accounting Journal
Respati Respati
Universitas Merdeka Malang
Religion Humanities Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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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 Abdul Hamid Achmad Firdiansjah Ahmad Jayadi Ahmad Rafly Akidah Fitrah Amin Kuncoro Andini Risfandini Apriyanto, Gaguk Arum Puspita Ayu Choirul Insyiah Deny Nitalia Mindrawati Dinda Eka Wulandary Dito Sigit Kuncoro Dwi Arman Prasetya Erlina Yuni Arista Etty Harya Ningsi Fitria Earlike A. S. Grahita Chandrarin Grahita Chandrarin Hidayatul Mukhtaro Langgeng Prayitno Utomo Maulanisa Arifa Elfaz Menik Sri Rahayu Mohammad Nurrizqi Putro Utomo Mokh. Natsir Mokhamad Nasir Mokhamad Natsir Mokhamad Natsir Mokhammad Natsir Mokhammad Natsir Nanik Qosidah Nanik Qosidah Ni Kadek Dewi Iriani Putri Pudjo Sugito Rizkhi Sumarsono Savitri Sartono Sem Kandai Setia Budi Kurniawan Sunardi Sunardi Sunardi Taufik Hidayattullah Tim Slamet Sulistiyono Umu Khouroh Wibi Ibnu Rahabistara Yuli Artha Ratna Wulandari Yusaq Tomo Ardianto