STRATEGI UMKM FOTOKOPI DALAM MEMBANGUN LOYALITAS PELANGGAN: STUDI KASUS DI LINGKUNGAN KAMPUS UNIVERSITAS MALAHAYATI

Abstract

In the intense competition surrounding educational settings, customer retention is crucial for business sustainability. This study aims to analyze the strategies employed by the Zaidan Photocopy MSME to build customer loyalty within the campus environment. This research employed a qualitative approach with a case study method, collecting data through observation and direct interviews with the business owner. The results indicate that the primary strategies employed include fast and friendly service, affordable prices, and good communication and personal relationships with customers, all contributing to strengthening loyalty. The study concludes that the combination of service quality, competitive pricing, and customer engagement are the dominant factors in building customer loyalty at the Zaidan Photocopy MSME. These findings are expected to serve as a reference for other photocopying MSMEs in developing customer-centric strategies.