Analisis Strategi Pemasaran dalam Mempertahankan Loyalitas Konsumen Perspektif Manajemen Bisnis Syariah pada Warung Joyoboyo Kota Bukittinggi Analysis of Marketing Strategy in Maintaining Consumer Loyalty from the Perspective of Sharia Business Management at Warung Joyoboyo, Bukittinggi City
Article Sidebar
Page Numbers:
2117-2133
Digital Object Identifier:
10.58578/arzusin.v6i3.9775
Viewed: 62 times
Downloaded: 39 times
LYAS Publisher cordially invites qualified professionals to serve as Editors or Reviewers. Your expertise will make an important contribution to maintaining and strengthening the academic quality of our publications. Interested applicants are kindly requested to complete the application form at the following link: Editors & Reviewers
Please feel free to contact us if you need any further information about the submission process or if you have any additional questions.
Authors:
Muhammad Naufal1*, Muhammad Rais2 
Copyright :
Authors retain copyright and grant the journal right of first publication.
Main Article Content
Abstract
Marketing strategies in culinary micro, small, and medium enterprises (MSMEs) have become a focus in various previous studies; however, research that specifically discusses marketing strategies in maintaining consumer loyalty based on the perspective of Islamic business management remains limited. This study aims to analyze the marketing strategies implemented by Warung Joyoboyo in maintaining consumer loyalty. This study employed a qualitative approach with a case study design. The research participants were consumers of Warung Joyoboyo selected through the purposive sampling technique. Data were collected through interviews, observation, and documentation and were then analyzed using qualitative descriptive techniques through the stages of data reduction, data presentation, and conclusion drawing. The results show that marketing strategies through the elements of the marketing mix, which include product, price, place, and promotion, play a role in shaping consumer loyalty. Product quality, affordable prices, strategic location, and word-of-mouth promotion are the main factors that encourage repeat purchases and recommendations to other consumers. However, the level of consumer loyalty shows variation influenced by individual experiences and preferences. These findings contribute to the development of marketing studies, particularly the integration of the marketing mix concept with the perspective of Islamic business management, and broaden understanding of marketing strategies in culinary MSMEs. The conclusion of the study emphasizes that the implementation of effective and ethical marketing strategies plays an important role in increasing consumer loyalty. The practical implication is that MSME actors need to maintain product quality and service consistency so that consumer loyalty can be sustained.
Downloads
Article Details
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
References
Angrosino, M. (2016). Naturalistic Observation. Routledge.
Aprianto, R., et al. (2020). Implementasi Etika Bisnis Islam dalam Pemasaran Syariah. Jurnal Ekonomi Syariah, 5(2), 45–60.
Aspers, P., & Corte, U. (2019). What is qualitative in qualitative research. Qualitative Sociology, 42(2), 139–160. https://doi.org/10.1007/s11133-019-9413-7
Assauri, S. (2014). Manajemen Pemasaran. Raja Grafindo Persada.
Badan Pusat Statistik. (2024). Statistik UMKM Indonesia 2024. https://www.bps.go.id
Baxter, P., & Jack, S. (2019). Qualitative Case Study Methodology: Study Design and Implementation. The Qualitative Report, 24(10), 2549–2562.
Bowen, G. A. (2009). Document analysis as a qualitative research method. Qualitative Research Journal, 9(2), 27–40. https://doi.org/10.3316/QRJ0902027
Braun, V., & Clarke, V. (2021). Thematic Analysis: A Practical Guide. SAGE Publications.
Creswell, J. W., & Creswell, J. D. (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (5th ed.). SAGE Publications.
Creswell, J. W., & Poth, C. N. (2018). Qualitative Inquiry and Research Design (4th ed.). SAGE Publications.
Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of Convenience Sampling and Purposive Sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1–4. https://doi.org/10.11648/j.ajtas.20160501.11
Febriyanti, D., et al. (2024). Pengaruh Strategi Pemasaran terhadap Loyalitas Pelanggan pada UMKM Kuliner. Jurnal Manajemen Bisnis, 12(1), 55–67.
Flick, U. (2018). An Introduction to Qualitative Research (6th ed.). SAGE Publications.
Fuad, M., et al. (2006). Pengantar Bisnis. Gramedia Pustaka Utama.
Griffin, J. (2003). Customer Loyalty: How to Earn It, How to Keep It. Jossey-Bass.
Guest, G., Namey, E., & Mitchell, M. (2020). Collecting Qualitative Data. SAGE Publications.
Hayati, N., et al. (2024). Pengaruh Perubahan Perilaku Konsumen terhadap Loyalitas Pelanggan. Jurnal Ekonomi Modern, 8(2), 102–115.
Hidayat, R., et al. (2021). Faktor-Faktor yang Memengaruhi Loyalitas Pelanggan. Jurnal Manajemen Indonesia, 6(2), 88–100.
Jefri, J., & Ibrohim, I. (2021). Peran UMKM dalam Perekonomian Nasional. Jurnal Ekonomi Pembangunan, 19(1), 45–55.
Kallio, H., Pietilä, A. M., Johnson, M., & Kangasniemi, M. (2016). Systematic Methodological Review: Developing a Framework for a Qualitative Semi-Structured Interview Guide. Journal of Advanced Nursing, 72(12), 2954–2965. https://doi.org/10.1111/jan.13031
Kawulich, B. (2019). Participant Observation as a Data Collection Method. Forum Qualitative Sozialforschung, 20(3). https://doi.org/10.17169/fqs-20.3.3373
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
Mashuri, M. (2020). Loyalitas Pelanggan dalam Perspektif Ekonomi Islam. Jurnal Ekonomi Syariah, 5(1), 33–44.
Miles, M. B., Huberman, A. M., & Saldaña, J. (2018). Qualitative Data Analysis (4th ed.). SAGE Publications.
Mohamad, M., & Rahim, H. (2021). Marketing Mix and Customer Loyalty. International Journal of Business Research, 14(2), 89–101.
Moleong, L. J. (2019). Metodologi Penelitian Kualitatif. Remaja Rosdakarya.
Nowell, L. S., Norris, J. M., White, D. E., & Moules, N. J. (2017). Thematic Analysis: Striving to Meet the Trustworthiness Criteria. International Journal of Qualitative Methods, 16(1). https://doi.org/10.1177/1609406917733847
Palinkas, L. A., Horwitz, S. M., Green, C. A., Wisdom, J. P., Duan, N., & Hoagwood, K. (2015). Purposeful Sampling for Qualitative Data Collection and Analysis in Mixed Method Implementation Research. Administration and Policy in Mental Health, 42(5), 533–544. https://doi.org/10.1007/s10488-013-0528-y
Rambe, M., & Aslami, N. (2021). Persaingan Usaha Kuliner di Daerah Wisata. Jurnal Pariwisata, 7(2), 120–130.
Rendelangi, S., et al. (2023). Strategi Bertahan UMKM Kuliner. Jurnal Ekonomi Kreatif, 10(1), 34–46.
Ridder, H.-G. (2017). The Theory Contribution of Case Study Research. Business Research, 10(2), 281–305. https://doi.org/10.1007/s40685-017-0045-z
Sachlan, M., et al. (2025). Marketing Mix dalam Meningkatkan Loyalitas Pelanggan. Jurnal Manajemen, 15(1), 22–35.
Saldaña, J. (2021). The Coding Manual for Qualitative Researchers (4th ed.). SAGE Publications.
Siahaan, M., & Rialdy, H. (2024). Peran Bisnis Syariah dalam UMKM. Jurnal Ekonomi Syariah, 9(1), 77–90.
Soesanto, H. (2024). Kontribusi UMKM terhadap PDB Indonesia. Jurnal Ekonomi Nasional, 12(2), 150–165.
Sonatasia, D., et al. (2020). Loyalitas Pelanggan dalam Bisnis Kuliner. Jurnal Manajemen Pemasaran, 8(1), 45–56.
Srisusilawati, P. (2023). Kepuasan dan Loyalitas Pelanggan. Jurnal Bisnis dan Manajemen, 10(2), 88–99.
Stake, R. E. (2017). The Art of Case Study Research. SAGE Publications.
Sugiyono. (2022). Metode Penelitian Kualitatif. Alfabeta.
Tjiptono, F. (2015). Strategi Pemasaran (4th ed.). Andi.
Tracy, S. J. (2020). Qualitative Research Methods (2nd ed.). Wiley-Blackwell.
Yani, A., & Sugiyanto. (2022). Pengaruh Kepuasan terhadap Loyalitas Pelanggan. Jurnal Manajemen, 9(1), 33–44.
Yin, R. K. (2018). Case Study Research and Applications (6th ed.). SAGE Publications.
Yuliaty, T. (2025). Etika Bisnis Syariah dalam Pemasaran Modern. Jurnal Ekonomi Islam, 11(1), 55–70.