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All Journal Jurnal Digital Bisnis, Modal Manusia, Marketing, Entrepreneurship, Finance, & Strategi Bisnis
Laetitia, Amara
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Economics, Econometrics & Finance Other

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Dampak Social Proof dan Retensi Pelanggan di UMKM Café di Kota Bandung: Tinjauan Literatur Laetitia, Amara
Jurnal Digital Bisnis, Modal Manusia, Marketing, Entrepreneurship, Finance, & Strategi Bisnis (DImmensi) Vol 5 No 1 (2025): JURNAL DIMMENSI
Publisher : Prodi S1 Administrasi Bisnis Universitas Sangga Buana YPKP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32897/dimmensi.v5i1.4110

Abstract

This study explores the crucial role of social proof and customer retention in modern marketing strategies, particularly for UMKM cafés in Bandung. Social proof, introduced by Robert Cialdini, describes the tendency of individuals to mimic the actions of others in uncertain situations, especially through online reviews and testimonials. In the digital era, social proof significantly impacts consumer purchasing behavior. Conversely, customer retention reflects a business's ability to maintain its clientele, directly correlating with customer satisfaction and repeat purchases. High retention rates not only reduce marketing costs but also enhance profitability. The paper proposes integrating social proof strategies, such as positive online reviews and local influencer endorsements, along with loyalty programs and personalized services to boost customer loyalty. By effectively managing customer perceptions through social media and online reviews, UMKM cafés in Bandung can build a strong reputation and compete in a saturated market, ensuring sustained business growth and customer satisfaction.
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