Analisis Strategi Pemasaran Untuk Meningkatkan Loyalitas Pelanggan Menggunakan Metode CJM dan AHP (Studi Kasus di Outlet Jatinangor House Cab. Ketintang)

Ihsananda, Nadhim (2025) Analisis Strategi Pemasaran Untuk Meningkatkan Loyalitas Pelanggan Menggunakan Metode CJM dan AHP (Studi Kasus di Outlet Jatinangor House Cab. Ketintang). Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

The culinary business in Indonesia is becoming increasingly competitive, requiring business owners to not only retain but also enhance customer loyalty. This research was conducted at Jatinangor House, Ketintang Branch, a fast-food outlet targeting mainly students and young professionals. The objectives of this study are: (1) to determine the most dominant strategy in improving customer loyalty, and (2) to provide recommendations for marketing strategy improvements that align with consumer needs. The study employed the Customer Journey Mapping (CJM) method to map customer experiences across different stages of interaction, namely awareness, consideration, purchase, experience, and loyalty. Furthermore, the Analytic Hierarchy Process (AHP) was applied to prioritize strategies by assigning weights to specific criteria and alternatives. Data collection was carried out through a CJM questionnaire distributed to 30 consumers who had purchased from the outlet, and an AHP questionnaire distributed to internal employees. The results of the analysis were then synthesized to produce relevant and practical marketing strategy recommendations. This research is expected to provide practical contributions for Jatinangor House in improving service quality and customer loyalty, as well as academic contributions to the study of applying CJM and AHP methods in marketing management.

Item Type:

Thesis (Undergraduate)

Contributors: