Pengaruh Kepuasan Pelanggan Terhadap Kesetian Merek UMKM: Perspektif Pemasaran

Abstract

The study aims to analyze the impact customers will have on their faithfulness in the context of micro, small, and medium-size enterprises, using a marketing perspective. Customer satisfaction and brand allegiance are two key elements in a continuing marketing strategy for umkm. The study was done by collecting primary data through surveys of UMKM customers in various sectors of industry. The study involves qualitative methods. The qualitative method is using structured techniques, we survey and interview with top management levels or owners at scaled UMKM. The question asked of the respondents is that it relates to the marketing strategy and the application of the marketing strategy. The data analysis used in this study is descriptive research. This study contributes significantly to understanding UMKM marketing dynamics, especially in the context of customer satisfaction and their fidelity. The practical implication of this study is that UMKM need to continue to improve the quality of customer products and services to strengthen brand loyalty in increasingly competitive markets.