Path: Top > Skripsi - D4 > 2017 > Jurusan Administrasi Niaga > Program Studi Manajemen Pemasaran > 2021
Explorative Study of Customer Loyalty Determinant in Craft-Product Emphasizing Social Enterprises Competitive Advantage
Skripsi, 009 / 2021 / MPI
Undergraduate Theses from JBPTPPOLBAN / 2023-01-02 12:21:32
Oleh : Fretti Aldina - 175264008 (frettialdina@gmail.com)
Dibuat : 2023-01-02, dengan 4 file
Keyword : Social business, customer loyalty, MSMEs, handicraft products, marketing strategy
Social Enterprises has become one of the growing business industries in Indonesia. In the last 5 years social enterprises have developed rapidly and continue to increase. Social enterprises can be an opportunity to solve social problems, such as creating jobs for certain groups such as people with disabilities. However, the ability of social enterprises to survive is still low. This study selects social enterprises that empower groups with disabilities to produce handicraft products. Social enterprises must be able to establish good relationships with consumers in order to gain customer loyalty so that their business can survive in the industry and make it into a sustainable social entrepreneur. The purpose of this study is to explore the factors of customer loyalty to craft products that have a social mission. This study uses a qualitative method with a single case study and conducted in-depth interviews with informants who are consumers of social business craft products that repurchase several times. The findings show that consumers' motivation to repurchase is due to satisfactory product quality and socially valuable products. Furthermore, it was found that the role of social media, entrepreneurs and WOM as a source of information on social enterprises. The E-commerce platform is also a trusted facility for shopping for social business products. The findings in this study are in the form of a guidebook containing strategies that can increase consumer loyalty to social enterprises that are specifically targeted at social entrepreneurs in order to achieve loyal customers.
Undergraduate Theses from JBPTPPOLBAN / 2023-01-02 12:21:32
Oleh : Fretti Aldina - 175264008 (frettialdina@gmail.com)
Dibuat : 2023-01-02, dengan 4 file
Keyword : Social business, customer loyalty, MSMEs, handicraft products, marketing strategy
.
Deskripsi Alternatif :Social Enterprises has become one of the growing business industries in Indonesia. In the last 5 years social enterprises have developed rapidly and continue to increase. Social enterprises can be an opportunity to solve social problems, such as creating jobs for certain groups such as people with disabilities. However, the ability of social enterprises to survive is still low. This study selects social enterprises that empower groups with disabilities to produce handicraft products. Social enterprises must be able to establish good relationships with consumers in order to gain customer loyalty so that their business can survive in the industry and make it into a sustainable social entrepreneur. The purpose of this study is to explore the factors of customer loyalty to craft products that have a social mission. This study uses a qualitative method with a single case study and conducted in-depth interviews with informants who are consumers of social business craft products that repurchase several times. The findings show that consumers' motivation to repurchase is due to satisfactory product quality and socially valuable products. Furthermore, it was found that the role of social media, entrepreneurs and WOM as a source of information on social enterprises. The E-commerce platform is also a trusted facility for shopping for social business products. The findings in this study are in the form of a guidebook containing strategies that can increase consumer loyalty to social enterprises that are specifically targeted at social entrepreneurs in order to achieve loyal customers.
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| Properti | Nilai Properti |
|---|---|
| ID Publisher | JBPTPPOLBAN |
| Organisasi | |
| Nama Kontak | Erlin Arvelina |
| Alamat | Jl. Trsn. Gegerkalong Hilir Ds. Ciwaruga |
| Kota | Bandung |
| Daerah | Jawa Barat |
| Negara | Indonesia |
| Telepon | 022 201 3789 ext. 168, 169, 239 |
| Fax | 022 201 3889 |
| E-mail Administrator | erlin.arvelina@polban.ac.id |
| E-mail CKO | erlin.arvelina@polban.ac.id |
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Kontributor...
- Supervisor: Lina Setiawati, S.MB., M.AB.
Co-Supervisor: Rafiati Kania, S.Si., MSM., Editor: Erlin Arvelina
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File : DIRECTORY - 175264008.pdf
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File : CHAPTER 1 - 175264008.pdf
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File : CHAPTER 2 - 175264008.pdf
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File : CHAPTER 5 - 175264008.pdf
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