Segmentasi Loyalitas Pelanggan UMKM Fashion Menggunakan Model Recency, Frequency, dan Monetary (RFM)

Retno Desti Dwi Meilasari (Program Studi Pendidikan Vokasional Desain Fashion, Fakultas Bisnis dan Pendidikan Terapan, Universitas Aufa Royhan)
Elfi Husnita Hasibuan (Program Studi Pendidikan Vokasional Desain Fashion, Fakultas Bisnis dan Pendidikan Terapan, Universitas Aufa Royhan)

Jurnal Riset dan Pengabdian Interdisipliner

This study aims to understand the customer segmentation of Galery Bunda Nai, a fashion MSME based on physical stores, and to design a digital marketing strategy that suits customer needs and problems. Primary data consisting of 351 transactions from transaction records was collected from January to December 2025. It was analyzed using the RFM (Recency, Frequency, Monetary) model. The analysis results divided customers into 9 sub-segments, which were then combined into 3 main persona labels: Steady Shoppers, Fresh Potentials, and Value Seekers. Semi-structured ethnographic interviews revealed the pain points of each segment, such as minimal communication and personal recommendations for Steady Shoppers, hesitation to repurchase among Fresh Potentials, and a lack of appreciation for Value Seekers. The proposed digital marketing strategy includes consistent social media content, product education, customer testimonials, personalized communication, loyalty programs, and community development. The integration of RFM analysis and ethnographic insights is expected to improve customer engagement, retention, and loyalty on an ongoing basis.