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herfiana, Defi
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Economics, Econometrics & Finance Engineering

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Analisis Loyalitas Pelanggan Sebagai Kunci Sukses Pemasaran Studi Kasus Pada Produk Kosmetik Wardah herfiana, Defi; Fiyul, Arfiani Yulianti
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

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Abstract

This study aims to analyze how customer loyalty plays a strategic role in the marketing success of Wardah cosmetic products amidst the increasingly competitive halal cosmetics industry. The study used a qualitative approach with a case study to understand the experiences, perceptions, and meaning of customer loyalty from the perspectives of consumers and the company. Data collection was conducted through in-depth interviews, observations of digital marketing activities, and documentation studies, with informants selected purposively and developed using a snowball sampling technique. Data analysis was conducted interactively through a continuous process of data reduction, data presentation, and conclusion drawing. The results show that Wardah customer loyalty is formed through a positive interaction between safe and Sharia-compliant product quality, a strong halal brand image, and a digital marketing strategy that builds emotional attachment and long-term trust. Loyalty is defined not only as repeat purchases but also as an emotional commitment that encourages voluntary recommendations and resilience to the influence of competing brands. In conclusion, Wardah has successfully utilized customer loyalty as an effective marketing strategy through strengthening its halal image, continuous product innovation, and digital-based customer experience management, thereby retaining customers and maintaining competitiveness in the halal cosmetics industry.
Social Responsibility and Ethical Marketing at PT Karya Tetangga Tuku (Kopi Tuku) Matunisa, Ayu Anix; Herfiana, Defi; Fiyul, Arfiani Yulianti
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

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This study aims to analyze the implementation of business ethics and Corporate Social Responsibility (CSR) at PT Karya Tetangga Tuku (Kopi Tuku) within the highly competitive local coffee industry. A qualitative descriptive approach was employed using in-depth interviews, non-participant observation, and documentation techniques. The findings reveal that Kopi Tuku consistently applies ethical marketing principles based on honesty, transparency, and simplicity in marketing communication, customer service, and pricing practices. Furthermore, the company’s CSR implementation encompasses economic, social, ethical, and environmental dimensions through the empowerment of local coffee farmers, human resource development, and environmentally friendly practices. The integration of ethical marketing and CSR has positively influenced consumer trust, customer loyalty, brand image, and business sustainability. This study concludes that the alignment of business ethics and CSR serves not only as a moral obligation but also as a strategic approach to achieving long-term competitiveness and corporate legitimacy.
Co-Authors Matunisa, Ayu Anix