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This study aims to analyze the management of Ikhwanul Ikhlas Wisata Travel in Medan in terms of pilgrim recruitment processes, manasik guidance patterns, assistance systems in the Holy Land, as well as indicators and evaluation of customer satisfaction. The background of this study is based on the increasing competition among Umrah travel agencies, which requires professional, transparent, and customer-oriented services to build trust and loyalty. In this context, Ikhwanul Ikhlas Wisata becomes an interesting case due to its consistency in guiding pilgrims from the initial stage to post-return.This research employs a qualitative approach with a descriptive method. Data were collected through in-depth interviews with three key informants representing management, the company director, and marketing personnel. Data analysis was conducted through data reduction, data display, and conclusion drawing to obtain a comprehensive understanding of Umrah travel management practices.The findings reveal that Ikhwanul Ikhlas Wisata implements a recruitment system that emphasizes transparency in package information, costs, facilities, and departure schedules. Manasik guidance is conducted through both theoretical and practical sessions on a regular basis and supported by competent tour leaders and mutawwif. Customer satisfaction is measured through indicators such as repeat participation, recommendations to family or relatives, and post-return testimonials. The evaluation of satisfaction is utilized as a foundation for continuous improvement in recruitment strategies, guidance patterns, and service quality.

The development of Micro, Small, and Medium Enterprises (MSMEs) in the traditional culinary sector in Dumai City has shown significant growth, particularly in bolu kembojo products. Increasing competition requires business actors not only to focus on product quality but also to implement business ethics in their operations. This study aims to analyze the role of business ethics in enhancing customer loyalty toward bolu kembojo MSME products in Dumai City. This research employs a qualitative approach using a case study method, with informants consisting of MSME owners and consumers selected purposively. Data collection techniques include interviews, observations, and documentation, while data analysis is conducted using an interactive model involving data reduction, data display, and conclusion drawing. The findings indicate that the implementation of business ethics, such as honesty, responsibility, and good service, can enhance customer trust and satisfaction. These factors subsequently encourage repeat purchases and positive word-of-mouth recommendations. The implication of this study suggests that the application of business ethics is a crucial strategy for MSMEs in strengthening customer loyalty and sustaining business continuity.

The phenomenon of radical transparency in the Bottled Drinking Water (AMDK) industry in 2025 triggered a reputation crisis and a massive erosion of customer loyalty. This crisis began with negative sentiment on social media that led to surprise inspections by regulatory authorities of the industry leader's "Mountain Spring" claim. The unpreparedness of the communication infrastructure in presenting technical data in real time led to a decline in brand image and a significant correction in market share to a critical figure of 47.4%. This article aims to formulate a conceptual framework for adaptive and data-driven PR presentation techniques through the integration of real-time data visualization and narrative reframing strategies. The method used is a descriptive conceptual analysis by evaluating the chronology of incidents and PR responses during the crisis. The analysis results show that unidirectional communication patterns and static presentation materials are deemed to fail to face viral and spontaneous public audits in the digital space. As a theoretical and practical contribution, this article proposes a new model, The Spontaneous Technical Presentation Model, and recommendations for the development of a Crisis Presentation Kit for the FMCG industry. Through a theoretical approach that expands the theory of Image Restoration, this study confirms that corporate image restoration in the digital era is highly dependent on the precision and transparency of visual data presented during field qualification

The development of digital technology has encouraged Micro, Small, and Medium Enterprises (MSMEs) to utilize social media as the main instrument in building brand awareness. This study uses a qualitative descriptive approach with a field research type (field research). Data collection was carried out through observation, in-depth interviews with six sources (owner, financial manager, social media team, admin, crew, and customers), and documentation of the content of the TikTok account @mtm43surabaya. The results of the study show that: (1) MTMSBY43 implements a digital branding strategy with three main components, namely brand positioning as a social-based one-stop solution, a brand identity that focuses on a human-centered service approach, and a brand personality that reflects the character of local youth who are solution-oriented and socially concerned; (2) MTMSBY43 TikTok content is classified into three pillars, namely humanistic and realistic content (daily vlogs & live documentation), educational and transparent content (service portfolio), and humorous content (entertainment & engagement content) that builds high organic appeal; (3) TikTok acts as a primary growth driver for MTMSBY43's brand awareness through three mechanisms: creating brand recognition through the FYP algorithm, which reaches new audiences; driving brand recall through consistent uploads and a distinctive communication style; and building customer trust and brand loyalty through responsive two-way interactions

The development of information and communication technology encourages Micro, Small, and Medium Enterprises (MSMEs) to manage data more effectively, efficiently, and integratively to create consumer loyalty. Efforts can be made using a web-based Customer Relationship Management (CRM) Information system to manage customer data and transaction history in an integrated, effective, and efficient manner. The many complaints from several stores in Grobogan Regency, especially Toko Sumber Rezeki, regarding errors in inputting consumer data, data loss, and difficulties in preparing sales reports, prompted the author to conduct this research with the aim of providing practical contributions to MSMEs in managing data effectively by using a CRM (Customer Relationship Management) information system. The method used in this research is Research and Development (R&D) with a Waterfall software development model that includes the stages of needs analysis, system design, implementation, testing, and maintenance. The system was developed using PHP with the Laravel 11 framework and a MySQL database. The system's main features include customer data management, real-time transaction recording, integrated purchase history, a sales summary dashboard, and reports that can be exported to PDF and Excel. The results of this study indicate that the system meets user needs and helps improve recording efficiency and data accuracy. Therefore, the designed system can support data-driven decision-making and improve the quality of customer service at the Sumber Rejeki Store in Grobogan Regency.

The increasing competition in the healthcare industry requires hospitals to establish effective relationship strategies to enhance patient loyalty. This study aims to examine the effect of Customer Relationship Management (CRM) on patient loyalty, with brand salience and customer engagement behavior (CEB) as mediating variables. The research adopts a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected from 155 outpatients at Cengkareng General Hospital (RSAR) who had experienced CRM-related services, using a structured questionnaire measured on a four-point Likert scale. The findings reveal that CRM has a significant positive effect on brand salience, customer engagement behavior, and patient loyalty. Among these relationships, CRM demonstrates the strongest influence on customer engagement behavior, indicating that relationship-based strategies effectively encourage active patient involvement. Furthermore, customer engagement behavior significantly affects patient loyalty, suggesting that patients who are more engaged—through feedback, recommendations, and participation—are more likely to develop stronger loyalty toward healthcare providers. In contrast, brand salience does not have a significant effect on patient loyalty, indicating that brand awareness alone is insufficient to drive loyalty in the healthcare context. Mediation analysis shows that customer engagement behavior partially mediates the relationship between CRM and patient loyalty, whereas brand salience does not act as a mediator. These results suggest that CRM enhances patient loyalty not only directly but also indirectly through strengthening engagement behavior. This study contributes to healthcare marketing literature by integrating relationship marketing and customer engagement perspectives, highlighting engagement as a more critical mechanism than brand salience in fostering sustainable patient loyalty.

The increasing public demand for delivery services has led to increasingly fierce competition between shipping companies. In this condition, service quality and price are the main factors that determine customer satisfaction. The purpose of this study was to evaluate the effect of service quality and price on J&T Express customer satisfaction. The study was conducted at PT. Global Bintang Timur Ekspress from September to December 2025. The research design was quantitative statistics. Primary data were obtained through questionnaires distributed to 100 J&T Express customers via Gfrom. Data analysis included instrument quality testing, classical assumption testing, multiple linear regression, t-test, f-test, and coefficient of determination testing. Data processing was assisted by the SPSS version 26 program. The results showed that service quality (X1) partially influenced J&T Ekspress customer satisfaction (t count = 10.790 > t table 1.985 and a significance value of 0.000 < 0.05). Partially, price (X2) has a significant effect on J&T Express customer satisfaction (t count = 2.857 > t table 1.985 and a significance value of 0.005 < 0.05). Simultaneously, service quality and price have an effect on J&T Express customer satisfaction (F count = 218.755 > t table 3.09 and a significance value of 0.000 < 0.05). Companies can use these findings to improve services and pricing to increase customer loyalty.

This study aims to determine the influence of Social Media Marketing, Influencer Marketing, and Location on Generation Z Customer Loyalty at Kedai Wanus Kediri. This research is quantitative. Data were obtained through two methods: primary and secondary data. The population in this study were Generation Z consumers at Kedai Wanus Kediri. The sample in this study was 100 consumers, with accidental sampling as the sampling technique. The analysis techniques used in this study included validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, and hypothesis testing. The results of the partial t-test indicate that the variables Social Media Marketing, Influencer Marketing, and Location have a positive and significant effect on Generation Z Customer Loyalty at Kedai Wanus Kediri. The results of the simultaneous F-test indicate that Social Media Marketing, Influencer Marketing, and Location have a positive and significant effect on Generation Z Customer Loyalty at Kedai Wanus Kediri.

Service quality is a critical issue faced by service providers, as it plays a significant role in shaping customer satisfaction and maintaining customer trust for future services. A decline in service quality over time may negatively affect customers’ perceptions and loyalty. Therefore, this study aims to examine the effect of service quality dimensions on customer satisfaction. This research employed a quantitative approach using primary data collected through a survey method. The sampling technique used was probability sampling with a random sampling method, involving 98 customers as research respondents. Data were analyzed using SPSS version 24. The service quality dimensions analyzed in this study were Tangible, Reliability, Responsiveness, Assurance, and Empathy. The results of the analysis revealed that Tangible and Responsiveness did not have a significant effect on customer satisfaction. In contrast, Reliability, Assurance, and Empathy were found to have a significant positive influence on customer satisfaction. These findings indicate that customers place greater importance on service accuracy, employee competence, trustworthiness, and personal attention. Therefore, service providers are encouraged to prioritize improvements in Reliability, Assurance, and Empathy to enhance customer satisfaction and sustain long-term customer relationships.

This study examines the implementation of Integrated Marketing Communication (IMC) at NailedShape, a Bali-based nail art micro-enterprise, as a strategy to foster customer loyalty. NailedShape operates under a home-service and home studio model, primarily using Instagram for promotion and customer engagement. The study utilizes a descriptive qualitative method, collecting data through interviews and observations with the owner, customers, and micro-influencers. The research findings show that NailedShape successfully employs IMC techniques, such as visual content, customer testimonials, and collaborations with digital influencers, to capture attention and create strong emotional connections with customers. This integrated approach helps in building a positive brand image and maintaining customer engagement. However, the study also highlights challenges, such as limited resources and frequent changes to social media algorithms, which hinder consistent communication and marketing efforts. Despite these obstacles, the study concludes that a well-executed IMC strategy remains effective in enhancing customer loyalty, reinforcing the importance of an integrated communication approach for small and medium enterprises (SMEs) in the beauty industry. By utilizing digital platforms effectively, NailedShape can compete in a highly dynamic market. The findings suggest that beauty-based MSMEs can benefit greatly from IMC in the digital era, as it not only enhances brand perception but also helps in building lasting customer relationships.

This study examines the influence of memorable tourism experiences and operational risk management in tourist train transportation on positive Word of Mouth (WOM), with tourist satisfaction serving as a mediating variable. A quantitative approach was employed, and data were processed using SEM-PLS 4. The research sample consisted of 247 respondents who had used tourist train services within the past year. The results reveal that both effective risk management practices and memorable tourism experiences perceived by tourists significantly impact tourist satisfaction. Additionally, tourist satisfaction plays a crucial mediating role in generating positive WOM. The study highlights that memorable tourism experiences, including aspects such as comfort, scenic views, and the quality of service, significantly enhance tourist satisfaction. Furthermore, operational risk management, which includes ensuring passenger safety, maintaining service reliability, and handling emergencies effectively, is essential for cultivating satisfaction and positive WOM. The findings suggest that businesses in the tourism industry, particularly those operating tourist trains, should prioritize both risk management and creating memorable experiences to foster customer loyalty and enhance WOM. This study contributes to understanding the dynamic relationship between risk management, customer satisfaction, and WOM in the tourism sector, providing valuable insights for improving service strategies in tourist train transportation.

This study aims to determine: 1) The effect of the product on customer loyalty, 2) Price influence on customer loyalty, 3) The influence of place / location on customer loyalty, 4) The influence of promotion on customer loyalty, 5) The influence of people / employees on customer loyalty, 6) Effect of physical facilities on customer loyalty, 7) Effect of process on customer loyalty Bank BRI Unit Ampek Nagari Cabang Bukittinggi. Type of research conducted is Expost-Facto, the number of study population as much as 834 people, Proportional sampling technique Simple Random Sampling. The sample of this research is customer Bank BRI Unit Ampek Nagari Cabang Bukittinggi numbered 114 people. Data were collected through questionnaires using Likert scale models that have been tested for validity and reliability. Data analysis technique used is Path Analysis (Path Analysis). The research results are: 1) There is significant influence between product to customer loyalty, 2) There is a significant influence between price and customer loyalty, 3) There is a significant influence between place / location on customer loyalty, 4) There is significant influence between promotion to customer loyalty, 5) There is significant influence between person / employee to customer loyalty Training, 6) There is significant influence between physical facility to customer loyalty, 7) There is a significant influence between the process on customer loyalty Bank BRI Unit Ampek Nagari Cabang Bukittinggi. Viewed from direct or indirect influence of product, price, place / location, promotion, person / employee, physical facility and process to customer's loyalty Bank BRI Unit Ampek Nagari Cabang Bukittinggi is 84.54%, it is obtained that the promotion has the greatest influence of 21.01%. This shows that the understanding of promotion directly has a big role to the emergence of customer loyalty Bank BRI Unit Ampek Nagari Cabang Bukittinggi.

Cashier service plays a crucial role in cooperative operations as it is directly related to members’ financial transactions. Service quality contributes to member satisfaction and loyalty, which in turn affects cooperative performance. This study aims to evaluate the role of cashier services in cooperative performance and member satisfaction at the Koperasi Simpan Pinjam Credit Union Bahtera Sejahtera. A descriptive qualitative approach was employed using observation, interviews, and documentation as data collection techniques. The findings indicate that the cashier service system has generally been implemented well and is positively perceived by members. However, several constraints remain, particularly during peak service hours, including long waiting times caused by the limited number of cashier staff and overlapping responsibilities with customer service functions. These conditions reduce service responsiveness. Nevertheless, cashier services significantly contribute to enhancing member satisfaction and supporting cooperative performance through efficient financial transactions and increased member trust. Improvements in service efficiency and task allocation are therefore recommended to optimize cashier service quality.

This research develops a machine learning model to classify customer loyalty using the Random Forest algorithm. Customer churn is a critical issue that reduces revenue and increases acquisition costs. A dataset of 50,000 customers from global e-commerce and subscription platforms was processed through data cleaning, imputation, outlier handling, and class balancing with SMOTE. The Random Forest model was built as a baseline and optimized with hyperparameter tuning. Evaluation using accuracy, precision, recall, and F1-score shows that the optimized model achieved 90.81% accuracy and 83.87% F1-score, outperforming previous Naïve Bayes approaches. Feature importance analysis highlights customer service interactions, lifetime value, and demographic factors as key predictors of churn. These findings demonstrate Random Forest’s effectiveness in churn prediction and provide practical insights for customer retention strategies

This research is motivated by a significant decline in sales of herbal products/jamu (herbal medicine) from PT Martina Berto Indonesia during the 2021–2024 period, as reflected in the 2024 annual report. This downward trend indicates issues related to customer satisfaction and loyalty, changes in consumer perceptions of the product, and increased competition from other herbal brands. The continued decline in sales in 2024, reaching IDR 95 million, indicates a serious challenge to the product's sustainability in the market. This study aims to examine the influence of perceived value on customer loyalty of Sariayu Herbal Scrub through customer satisfaction in Bandung City. This study employs quantitative methods, incorporating verification approaches. The data used in this study consist of primary and secondary data. The sample consisted of 115 respondents. Data analysis was performed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with the assistance of SmartPLS 4 software, and the sampling method applied was the sample size technique. The results of this study indicate that perceived value has a positive and significant influence on customer satisfaction, customer satisfaction has a positive and significant influence on customer loyalty, and perceived value has a positive and significant influence on customer loyalty. However, perceived value influences customer loyalty indirectly through customer satisfaction. These findings offer practical insights for companies to improve perceived value and customer satisfaction, key strategies to enhance customer loyalty, and maintain business sustainability.

This study aims to examine the application of heart-centered communication based on Nonviolent Communication (NVC) Theory in interactions between employees and guests at the Masainn Hotel, Kuta, Bali. NVC, developed by Marshall Rosenberg, stresses empathetic engagement built on four core components: observation, feelings, needs, and requests. Using a descriptive qualitative approach, data were collected through in-depth interviews with guests and direct field observations of daily service interactions. The findings indicate that employees consistently apply empathy-driven communication by offering warm greetings, attentive service, and genuine emotional presence. These behaviors help create a family-like environment that makes guests feel comfortable and emotionally connected to the hotel. Notably, one guest reported returning to the hotel for three consecutive years, having been introduced by a friend who has been a loyal customer for nine years. This demonstrates that NVC-based communication contributes significantly to guest satisfaction, trust, and long-term loyalty. Furthermore, the study highlights the strategic role of emotional intelligence and compassionate communication in shaping service quality within the hospitality industry. By integrating NVC principles into daily service practices, hotels can foster stronger interpersonal relationships, enhance guest experiences, and build sustainable customer retention.

This study aims to analyze the optimization of the Yoona Squad Leader wellness community program in strengthening the brand awareness of Yoona Women. The increasing awareness of feminine hygiene and the growing concern regarding the safety of menstrual products serve as the foundation of this research, considering that more than half of Indonesian women report irritation and discomfort related to conventional sanitary pad use (Manoppo, 2022; Putinah et al., 2020). In addition, laboratory findings by the Indonesian Consumers Foundation (YLKI, 2015) revealed traces of chlorine and dioxin in many commercial sanitary pads, indicating potential reproductive health risks. The study employed a descriptive qualitative approach through observation, interviews, and active participation in the marketing division of PT Yoona Digital Indonesia during August–December 2025. The findings show that the Yoona Squad Leader program effectively strengthens all stages of the 5A Customer Path—Awareness, Appeal, Ask, Act, and Advocate—as conceptualized in Marketing 5.0: Technology for Humanity (Kotler, Kartajaya, & Setiawan, 2021). Community-based engagement drives emotional bonding, advocacy behavior, and value-based loyalty through empathy-driven communication. This program successfully empowers women to become advocates for menstrual health awareness while reinforcing brand credibility and consumer trust. The study highlights the strategic importance of community-based marketing as a sustainable approach to building human-centered loyalty and enhancing brand equity in the digital wellness industry.

This research aims to identify both the partial and simultaneous positive and significant effects of e-service quality, e-trust, and brand image on the customer loyalty of Byond by BSI users in Balikpapan City. The study adopts a quantitative correlational method. A total of 100 respondents were selected using a purposive sampling technique. Data were collected through online questionnaires distributed via a Google Form link. The analytical procedures utilized include correlational analysis, instrument tests, classical assumption tests, multiple linear regression analysis, and hypothesis testing using IBM SPSS Statistics version 24. The results of the study indicate that, partially, e-service quality and e-trust variables each have a positive and significant effect on customer loyalty among users of the Byond by BSI application in Balikpapan City. Meanwhile, brand image variable has a positive but not significant effect on customer loyalty among users of the Byond by BSI application in Balikpapan City. Furthermore, when examined simultaneously, the three variables collectively show a positive and significant effect on customer loyalty of Byond by BSI applications users in Balikpapan City.

This study examines the role of communication in agency services to improve shipowner satisfaction at PT. Gemalindo Sukses Bahari in Dumai. As a company engaged in the field of ship agency, PT. Gemalindo Sukses Bahari has an important responsibility in establishing effective communication with shipowners to ensure smooth operations and satisfactory service. The purpose of this study is to analyze how the communication strategy implemented by the company can affect the level of satisfaction of shipowners, as well as to identify the communication factors that are most influential in building professional and trustworthy working relationships. The research method used is a qualitative approach with research data obtained through interviews, observations, and document reviews. The findings indicate that transparent, responsive, and informative communication between agents and shipowners has a significant influence on increasing customer satisfaction. In addition, the use of appropriate communication media, timeliness in delivering information, and the agent's interpersonal skills are key elements in maintaining harmonious working relationships. This study concludes that effective communication is the main foundation for the success of ship agency services and has a direct impact on shipowner satisfaction and loyalty.

Abstract. Competition conditions in the business world are currently increasingly tight, one of the products that must remain viable is ice tea products.. This research aims to find out how much influence Brand Equity, Brand Trust and Brand Experience have on customer loyalty for Juragan ice in the city of Semarang. The sampling method uses the Probability Sampling Technique with a purposive sampling method using the Slovin formula calculation. The population in this research is Juragan ice users in the city of Semarang, with a sample of 100 respondents and with Likert scale measurements. The analysis in this research was processed using SPSS software.The results of the research can be concluded that Brand Equity has an influence on customer loyalty for Juragan ice products with a significance value of 0.000 < 0.05 and t count 20.433 > t table 1.966, Brand Trust has an influence on customer loyalty for Juragan ice products with a value of 0.000 < 0, 05 and t count 3.663 > t table 1.966, and Brand Experience has an influence on customer loyalty for Juragan ice products with a significant value of 0.000 < 0.05 and t count 14.424 > t table 1.966. The research results also show that the results of the model feasibility test (f test) have a significance value of 0.000 <0.05. So it can be concluded that this test is feasible. This shows that the Juragan ice brand is trusted by the public because its quality is good.