FORMULATING A LOYALTY STRATEGY BASED ON CUSTOMER SATISFACTION CASE STUDY AT WIRSKOPI 1.0

Abstract

The background of this research lies in the intense competition within the café industry in Makassar. Based on data from Statistics Indonesia (BPS) of South Sulawesi Province, the number of MSMEs, including cafés, reached 2,458 units in 2022 and increased to 4,313 units in 2023. This significant growth illustrates an increasingly competitive market landscape. Such conditions require business owners not only to attract new customers but also to maintain the loyalty of existing ones. The purpose of this study is to identify the factors that can build and strengthen customer loyalty through a customer satisfaction survey at Wirskopi 1.0. This research employs a mixed-method approach by integrating quantitative data collection through questionnaires and qualitative data collection through interviews, along with observations to capture physical conditions and on-site experiences. This combination enables a comprehensive understanding of customers’ perceptions, experiences, and expectations. The findings reveal that the primary drivers of customer loyalty at Wirskopi 1.0 include consistent product quality, a comfortable café atmosphere, friendly service, and affordable pricing. The study also identifies customers’ expectations for regular menu innovation, the provision of supporting facilities, and interest in promotions and discounts. Recommendations for the management of Wirskopi 1.0 include routinely innovating the menu, enhancing facilities based on customer needs, and developing promotional programs to sustain and strengthen customer loyalty amid the increasingly competitive café industry.