Analysis Of Consumer Loyalty Improvement Strategy Through Customer Experience And Customer Satisfaction As A Competitive Advantage For Saff & Co Perfume

Anggit Dyah Kusumastuti (Sahid University Surakarta)
Daffa Fauzan Nugroho (Sahid University Surakarta)
Febrianto Saputra (Sahid University Surakarta)
Meitri Wulandari Djaya Negara (Sahid University Surakarta)
Akbar Zukhruf Maytatu (Sahid University Surakarta)

Jurnal Ilmiah Multidisiplin (JUKIM)
Vol. 4 No. 6 (2025): November: Jurnal Ilmiah Multidisiplin

This study analyzes strategies to strengthen the market position of a brand, namely Saff & Co. perfume. The urgency of this research is because the increasingly competitive perfume industry demands a deep understanding of the determinants of customer loyalty. Analysis of customer experience and customer satisfaction is crucial because both not only have a direct impact on loyalty, but also play a role as a strategic asset in creating a sustainable competitive advantage for Saff & Co. Perfume. The purpose of this study is to analyze strategies to increase consumer loyalty by examining the influence of customer experience on customer satisfaction, as well as the role of satisfaction in building loyalty, in order to formulate a competitive advantage. This research method uses a literature study method (qualitative) with content analysis techniques.