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Koenyaheun is a small business in Bandung that sells food that has been established since 2010. Initial observation results indicate a need for online marketing assistance for this business. During the community service activities, several things were found including more online customers than customers who ordered directly from this business, word of mouth marketing and also the use of social media. Observations and interviews with business owners and employees were conducted to obtain information in this community service activity. Several problems were also found such as logos, product photos, packaging, marketing. Solutions to the problems have been conveyed to the business owner so that it is hoped that this business will gain greater profits and better future prospects. It is recommended to market products on various social media platforms such as Tokopedia, TikTok, Instagram, Facebook, YouTube, Twitter, WhatsApp or cooperation with food delivery service applications such as GrabFood, GoFood, ShopeeFood, so that they can reach a wider range of consumers.

The development of the sharia financial system is marked by the establishment of various sharia institutions and the issuance of various sharia-based financial instruments. One of the most prominent institutions is sharia banks, which not only serve as financial intermediaries that collect and distribute funds to the community but also provide various services, including pawning. Bank Syariah Indonesia is one of the leading banks offering a gold pawn product, which has been considered successful due to its continuous growth every year. Sharia gold pawn financing is a product that channels funds in the form of loans, based on the qard principle, where gold serves as collateral for the customer’s money. The process involves several stages that must be followed by both the bank and the customer. Bank Syariah Indonesia has managed to set relatively low rental fees for its gold pawn products compared to other financial institutions, making it an attractive option for customers in need of short-term financing. In this community service activity, the aim is to provide a detailed explanation of the mechanism behind the gold pawning product at Bank Syariah Indonesia. By doing so, the public is expected to become more familiar with the services, operations, and benefits offered by sharia banks, particularly in the context of gold pawn financing. This initiative aims to increase the understanding and awareness of the public about the advantages of using sharia-based financial products, as well as highlight the role of such services in supporting the financial needs of individuals while adhering to Islamic principles. Through this outreach, it is hoped that more people will consider utilizing these financial services, thus contributing to the broader development of sharia finance

This study aims to analyze customer satisfaction with the Byond by BSI service at PT Bank Syariah Indonesia Tbk KCP Palembang KM 6, focusing on the influence of service quality and security. The research population consisted of 2,800 customers, with a sample of 97 respondents selected through purposive sampling. A quantitative approach was employed, using a structured questionnaire as the primary data collection instrument. The collected data were analyzed using multiple linear regression, accompanied by instrument testing, classical assumption testing, as well as t-test, F-test, and the coefficient of determination (R²). The findings reveal that both service quality and security have a significant impact on customer satisfaction, both partially and simultaneously. The results indicate that customer satisfaction is not only determined by responsive, accurate, and accessible service quality but is also strongly influenced by the reliability of the security system provided. The regression coefficient shows that security has the most dominant effect, with a value of 0.427, which is higher than the influence of service quality. This highlights that the sense of safety in conducting digital transactions is the primary concern for customers when using Byond by BSI services. The implications of this study emphasize the importance for banks to continuously improve the quality of digital services, particularly in terms of responsiveness, speed of access, and ease of use of the application. In addition, strengthening digital security mechanisms, including customer data protection, transaction encryption, and early detection of potential cyber threats, is crucial in building and maintaining customer trust. The study further underlines the need for continuous improvement in both service quality and security systems as a key strategy to address the challenges of digital banking transformation in an increasingly competitive environment. Therefore, this research contributes to the development of Islamic banking management strategies that focus on customer satisfaction and loyalty in the digital era.

The TikTok application, which now offers the TikTok Shop feature, is one example of how significant changes in the digital commerce industry have been fueled by information technology advancements. This feature creates a real-time interactive experience by enabling customers to shop directly through live broadcasting. The purpose of this study is to examine how using the live streaming feature affects purchasing decisions, particularly for students at STAI Sangatta. 64 students enrolled in STAI Sangatta's Islamic Economics Study Program were given a questionnaire as part of this quantitative field study. Validity tests, reliability tests, t and f tests, simple linear regression, and classical assumptions were used to assess the data. The analysis's findings indicate that live broadcasting significantly influences consumers' decisions to buy. The resulting regression equation is Y = 10.166 - 0.742X. The hypothesis is supported since the t-value of 10.178 is greater than the t-table of 1.999 and has a significance level of 0.000 (p < 0.05). At 103.584, the F test is likewise significant. The influence of the live streaming variable is indicated by the coefficient of determination (R2) of 62.6%, whilst other elements not included in this research model influence 37.4%.

The rapid development of digital technology has significantly transformed consumer behavior, making online applications the primary channel for interaction and transactions. These applications provide convenience for consumers to access various products and services quickly and efficiently. In this context, the quality of service provided, along with the rating and reviews shared online, plays a crucial role in influencing purchasing decisions. For instance, the Fore Coffee app allows consumers to leave reviews and ratings, which can influence other consumers in selecting the desired products or services. These factors are essential in increasing customers' purchase intention, as consumers tend to rely on the experiences of others as references when making decisions. This study uses a quantitative approach by distributing questionnaires to consumers of the Fore Coffee app in West Surabaya. The study aims to determine the extent to which service quality, ratings, and reviews affect consumers' purchase intentions. The data collected were then processed using SPSS version 20 to conduct validity tests, reliability tests, multiple linear regression, and t-tests. Validity and reliability tests were conducted to ensure that the instruments used in this research accurately and consistently measure the relevant variables. Multiple linear regression was used to analyze the relationship between the independent variables (service quality, ratings, and reviews) and the dependent variable (purchase intention). Meanwhile, t-tests were used to examine the significant impact of each variable on purchase intention. The findings of this study can provide valuable insights for Fore Coffee in formulating more effective marketing strategies. The results indicate that service quality, ratings, and reviews significantly influence consumers' purchase intentions. With this understanding, Fore Coffee can improve the customer experience and strengthen its competitive position in an increasingly competitive market.

This study aims to analyze the sentiment of customer reviews of the Grand Jatra Hotel Pekanbaru on the Google Review platform using the Naïve Bayes algorithm. Social media and online review platforms are increasingly becoming the primary source of information for potential customers in making purchasing decisions, particularly in the hospitality sector. Therefore, sentiment analysis of customer reviews is crucial for understanding consumer perceptions and providing strategic input for hotels in improving service quality. The research data was collected using web scraping techniques to obtain publicly available customer reviews. The obtained data was then processed through text preprocessing stages including case folding, tokenizing, normalization, stopword removal, and stemming. The Term Frequency-Inverse Document Frequency (TF-IDF) method was then used to weight each word, so that more relevant words have a greater influence in the classification process. The sentiment classification process was carried out into two main categories, namely positive and negative. The Naïve Bayes model was trained using training data and then tested with test data to measure the algorithm's performance in classifying sentiment. The evaluation results show that the model built is able to achieve an accuracy level of 98%, with a precision value of 97% and a recall of 100% in the positive class, and 92% in the negative class. These findings confirm that the Naïve Bayes algorithm can be effectively used in analyzing customer sentiment towards hotel services and facilities. Practically, the results of this study are expected to provide insight for the management of Grand Jatra Hotel Pekanbaru in understanding customer perceptions, identifying service strengths and weaknesses, and formulating more targeted marketing strategies. In addition, this study can also be a reference for the development of similar studies in the hotel industry and other service sectors.

This study investigates the influence of promotion, brand image, and location on purchasing decisions at 3Second Store Kediri. The research employs a quantitative approach using both primary and secondary data sources. The primary data were obtained through the distribution of questionnaires to 309 respondents, while the secondary data were collected via interviews with store supervisors and direct observation at the research site. The variables under examination include promotion, brand image, and location as independent variables, and purchasing decision as the dependent variable. Data analysis involved both partial and simultaneous hypothesis testing to determine the strength and significance of each variable’s effect. The findings reveal that, partially, each of the three independent variables—promotion, brand image, and location—has a significant and positive effect on purchasing decisions. This indicates that improvement in any of these aspects will lead to a higher likelihood of customers making a purchase. Simultaneous testing also demonstrates that the three variables collectively exert a significant and positive influence on purchasing decisions. Among these, promotion emerges as the most dominant factor affecting purchasing decisions, as confirmed through the partial t-test results. The coefficient of determination (R²) is 0.581, which signifies that 58% of the variation in purchasing decisions can be explained by the three examined variables, while the remaining 42% is attributed to other factors not covered in this study, such as product quality, customer service, and pricing strategies. These results suggest that marketing strategies focusing on well-planned promotional activities, maintaining a strong and positive brand image, and choosing a strategic store location can effectively increase customer purchasing decisions. The findings provide valuable insights for retail management, particularly for fashion retail brands like 3Second Store, in developing targeted strategies to optimize sales performance.

This study discusses the phenomenon of silent lead in digital marketing strategy Amanah Bunda Daycare Semarang. This phenomenon refers to potential customers who have made an initial interaction through WhatsApp Business After seeing Meta Ads ads, but then do not continue communication or convert into customers. The phenomenon of silent leads is an important concern because although the digital marketing process manages to reach the target audience and trigger an initial response, the interaction does not continue until the purchase or registration stage of the service. This study uses a descriptive qualitative approach to explore the characteristics of passive behavior. The Data was collected through in-depth interviews with the internal manager of Amanah Bunda Daycare and five informants identified as silent leads. The results showed that the passive attitude of potential customers is influenced by several main factors, namely the location that is considered less strategic or too far, the perception of prices that are considered high, personal conditions such as changes in plans or time constraints, as well as the quality of customer service communication that is perceived to be less than optimal in providing responses, information, and personal approach. This phenomenon has not been fully accommodated in classic conversion models such as Aida (Attention, Interest, Desire, Action) and model 5A (Aware, Appeal, Ask, Act, Advocate). This shows that there are gaps in marketing communication strategies, especially in managing potential customers who initially respond positively but stop before conversion. Therefore, this study recommends the development of a more empathetic, structured and sustainable approach to communication. Suggested strategies include improving customer service systems based on quick response and personalization, implementing polite but consistent follow-up strategies, and composing marketing content that is able to build trust and emotional connection with potential customers. With these measures, it is expected that silent leads can be minimized and conversion rates increased significantly.

This study aims to analyze the effect of relationship marketing on customer loyalty with customer satisfaction as a mediating variable at Sky Beauty Care Surabaya. Relationship marketing, which encompasses aspects of trust, commitment, communication, and complaint handling, has been identified as an important strategy in building long-term relationships with customers. In this study, a quantitative approach was used with a survey method, where data was collected through questionnaires distributed to customers who have used Sky Beauty Care services. The analysis results show that relationship marketing has a significant effect on customer satisfaction. The trust built between customers and the company, the company's commitment to providing the best service, clear and open communication, and prompt and effective complaint handling all contribute to increased customer satisfaction. This high customer satisfaction, in turn, has a positive effect on customer loyalty. Customers who are satisfied with the service they receive are more likely to use the service again and recommend it to others, ultimately strengthening the customer's relationship with the company. These findings provide an important contribution to Sky Beauty Care in formulating more effective marketing strategies. Better implementation of relationship marketing can increase customer satisfaction and loyalty, which ultimately has a positive impact on business sustainability and growth. Therefore, companies need to continuously strengthen customer relationships by improving service quality, communicating effectively, and responding to customer complaints. Therefore, relationship marketing can be key to successfully retaining customers and increasing their loyalty. Furthermore, this study also shows that customer satisfaction is not only a direct result of relationship marketing but also a key driver in fostering sustainable customer loyalty.

This study investigates the impact of taste and service quality on customer loyalty, with customer satisfaction serving as a mediating variable, at Dapoer MbokSum Kediri. The research adopts a quantitative approach, utilizing both primary and secondary data sources. Primary data were obtained through the distribution of structured questionnaires to customers, while secondary data were collected via interviews with the business owner and direct field observations to gain a deeper understanding of operational practices. A total of 120 respondents were selected through accidental sampling, ensuring that participants met specific criteria relevant to the study objectives. The data analysis was conducted using SmartPLS 4.0, incorporating validity and reliability testing to ensure the robustness of the measurement instruments, as well as hypothesis testing to evaluate the relationships between variables. The results of the analysis indicate that both taste and service quality exert significant and positive influences on customer satisfaction. Furthermore, service quality demonstrates a significant and direct positive effect on customer loyalty. In contrast, taste does not show a direct influence on loyalty, suggesting that its effect on loyalty is more indirect and mediated by satisfaction Additionally, the mediation analysis confirms that customer satisfaction plays a critical role in linking both taste and service quality to customer loyalty. This implies that while customers may appreciate the taste of food, it is their overall satisfaction—encompassing both taste and service experiences—that ultimately drives loyalty. The study highlights the importance for culinary businesses, particularly in the competitive food service industry, to focus not only on product quality but also on delivering excellent service to enhance satisfaction and foster long-term customer relationships. The findings provide practical insights for Dapoer MbokSum Kediri and similar establishments to strategically prioritize service quality improvements alongside maintaining food taste to maximize customer retention and loyalty.

This study aims to analyze the influence of service quality and facilities on customer satisfaction at Tiki 0259 Outlet in Bekasi Regency. In the era of increasingly competitive logistics service industry, customer satisfaction is the key to the sustainability and growth of the company. Tiki 0259, as one of the providers of goods delivery services, must be able to maintain service quality and provide adequate facilities to maintain customer loyalty. The research method used is quantitative with a survey approach. Data were collected by distributing questionnaires to customers who have used Tiki 0259 services in the last six months. Data analysis techniques used validity and reliability tests, multiple linear regression, and t-tests to test the influence of each independent variable on customer satisfaction as the dependent variable. The results showed that service quality and facilities had a positive and significant effect on customer satisfaction. The test showed that the facility variable had a more dominant influence compared to service quality, evidenced by the t-value of 20.075 which was greater than the t-table of 2.021 and a significance value of 0.000 <0.05. This means that improved facilities, such as comfortable waiting rooms, comprehensive digital services, and easy access to information, have a direct impact on customer satisfaction. These findings indicate the importance of continued investment in facility improvements and staff training to enhance service. Tiki management is advised to continuously evaluate available facilities and ensure professional, prompt, and friendly customer service. This way, Tiki 0259 can maintain customer loyalty and increase its competitiveness in the delivery services market. This research also provides empirical support for customer satisfaction-based service development strategies in the local logistics sector.

This study aims to examine the influence of price, promotion, and product quality on the repurchase intention of Kopi Kenangan products among students of the Faculty of Social and Political Sciences, Mulawarman University. The research focuses on how effective marketing strategies can foster customer loyalty toward local coffee brands. The theoretical framework is based on the marketing mix, consumer decision-making processes, and indicators of customer loyalty. The study employs a quantitative research method, with data collected through questionnaires distributed to 100 respondents. The respondents were selected using purposive sampling, based on specific criteria determined by the researcher to ensure they could provide relevant information aligned with the research objectives. Data analysis was conducted using multiple linear regression with SPSS version 26. The findings indicate that price, promotion, and product quality each have a positive and significant effect on repurchase intention. Among these factors, product quality exerts the strongest influence, followed by promotion, and finally, price. These results suggest that enhancing product quality, implementing effective promotional strategies, and maintaining reasonable pricing can significantly increase customers’ likelihood of making repeat purchases. Based on the results, this study recommends that Kopi Kenangan continue to prioritize maintaining high and consistent product quality, as it plays a crucial role in shaping repurchase intentions. Additionally, promotional efforts should be continuously optimized to attract and retain customers in an increasingly competitive coffee market. Pricing strategies should also be monitored to remain competitive while ensuring profitability. Overall, the study concludes that product quality, supported by strategic promotions and competitive pricing, is essential for building and sustaining customer loyalty. By focusing on these factors, Kopi Kenangan can strengthen its market position and foster long-term relationships with its customers

This study aims to determine and analyze the influence of product quality, service quality, and customer trust on insurance product purchasing decisions at PT AIA Financial at BCA KCP Raden Saleh, Central Jakarta. The background of this study is based on the importance of understanding the factors that influence purchasing decisions, especially in the insurance industry, which is intangible and highly dependent on customer perception and trust. This study uses primary data collected through questionnaires distributed to 47 respondents, namely PT AIA Financial customers who have purchased insurance products at the research location. The research instrument is compiled based on variable indicators whose validity and reliability have been tested. The data analysis method used is a quantitative method with a multiple linear regression analysis approach through the assistance of SPSS software version 26. Product quality is measured through the dimensions of performance, durability, suitability, and features; service quality is assessed from the aspects of reliability, responsiveness, assurance, empathy, and physical evidence; while customer trust is seen from the reliability of the company, agent integrity, and clarity of information. The results of the study indicate that product quality, service quality, and customer trust partially and simultaneously have a positive and significant effect on insurance product purchasing decisions. This means that the higher the quality of the products and services provided, and the greater the customer trust, the higher the customer's tendency to purchase PT AIA Financial's insurance products. This finding implies that the company needs to continuously maintain and improve its product quality, provide excellent service, and build and maintain customer trust through transparent communication, clear product education, and a commitment to service promises. This way, long-term relationships with customers can be maintained and customer loyalty can be enhanced.

Micro, Small, and Medium Enterprises (MSMEs) are a crucial pillar of economic development in Indonesia, playing a significant role in job creation, increasing community income, and driving regional economic growth. Mie Ayam Pak Bari is one such MSME located in Tireman Village, Rembang Regency, Central Java. This business is characterized by delicious flavors, affordable prices, and a unique location that lacks similar competitors in the surrounding area. Despite its significant potential, Mie Ayam Pak Bari faces several challenges, including limited marketing reach, limited exposure to local communities, and volatile raw material price fluctuations. To address these challenges, mentoring focused on strengthening business management strategies and increasing marketing effectiveness. The mentoring included creating a banner as the business's visual identity, developing an attractive and informative menu catalog, and establishing an Instagram account to expand online promotional reach. This strategy is expected to attract new customers, increase consumer loyalty, and build a positive image for the business in the eyes of the wider community. The mentoring results indicate an increase in the completeness of promotional tools, the formation of a clearer business identity, and an increase in communication channels with consumers through social media. The menu catalog helps customers understand product variety and pricing transparently, while banners serve as physical markers, making it easier for customers to find the business's location. Meanwhile, the Instagram account serves as an interactive platform that allows businesses to reach potential customers outside of Tireman Village. This mentoring activity demonstrates that implementing visual and digital media-based marketing strategies can be an effective solution for MSMEs to survive and thrive in an increasingly competitive market.

Micro, Small, and Medium Enterprises (MSMEs) are a crucial pillar of economic development in Indonesia, playing a significant role in job creation, increasing community income, and driving regional economic growth. Mie Ayam Pak Bari is one such MSME located in Tireman Village, Rembang Regency, Central Java. This business is characterized by delicious flavors, affordable prices, and a unique location that lacks similar competitors in the surrounding area. Despite its significant potential, Mie Ayam Pak Bari faces several challenges, including limited marketing reach, limited exposure to local communities, and volatile raw material price fluctuations. To address these challenges, mentoring focused on strengthening business management strategies and increasing marketing effectiveness. The mentoring included creating a banner as the business's visual identity, developing an attractive and informative menu catalog, and establishing an Instagram account to expand online promotional reach. This strategy is expected to attract new customers, increase consumer loyalty, and build a positive image for the business in the eyes of the wider community. The mentoring results indicate an increase in the completeness of promotional tools, the formation of a clearer business identity, and an increase in communication channels with consumers through social media. The menu catalog helps customers understand product variety and pricing transparently, while banners serve as physical markers, making it easier for customers to find the business's location. Meanwhile, the Instagram account serves as an interactive platform that allows businesses to reach potential customers outside of Tireman Village. This mentoring activity demonstrates that implementing visual and digital media-based marketing strategies can be an effective solution for MSMEs to survive and thrive in an increasingly competitive market.

This study aims to compare the financial performance of Islamic banks and conventional banks operating in Jambi Province during the 2021–2023 period. The approach used is comparative quantitative, with descriptive analysis and independent sample t-tests. Five key financial ratios were analyzed in this study: Return on Assets (ROA), Return on Equity (ROE), Operating Expenses to Operating Income (BOPO), Net Interest Margin (NIM), and Loan to Deposit Ratio (LDR). Data were obtained from the quarterly financial reports of each sample bank, thus reflecting actual financial performance on a periodic and ongoing basis. The analysis shows significant differences in three key financial ratios: ROA, ROE, and BOPO. Conventional banks demonstrate higher levels of profitability and operational efficiency than Islamic banks. High ROA and ROE values reflect the effectiveness of conventional banks in generating profits from their assets and capital. Furthermore, lower BOPO ratios in conventional banks indicate a better ability to control operating costs. In contrast, no significant differences were found in the NIM and LDR ratios, indicating equality between the two types of banks in generating interest margins and disbursing credit or financing to customers. This finding has important implications for the development of the Islamic banking sector to be more competitive, particularly in terms of efficiency and profitability. Islamic banks are expected to improve their asset and operational management strategies to increase competitiveness amidst the dual banking system in Indonesia. This research also contributes to regulators in formulating policies that support the growth of Islamic banks in the regions. For academics and practitioners, this study broadens understanding of the dynamics of local banking financial performance and serves as a reference for further research on the effectiveness of the dual banking system in the regional context.

This study aims to examine the influence of the marketing mix on the sales volume at Senyala Space coffee shop, focusing on four independent variables: product, price, place, and promotion. The research method used is quantitative with a descriptive approach. The population of the study consists of Senyala Space customers from 2020 to 2024, and the sample was selected using nonprobability sampling and Slovin’s technique to determine a representative sample size. Data was collected through surveys and interviews with customers who visited Senyala Space during the specified period. Data analysis was conducted using several statistical tests, including validity testing, reliability testing, normality testing, linearity testing, multicollinearity testing, heteroscedasticity testing, and multiple linear regression analysis. Additionally, the coefficient of determination (R²), partial test (t-test), and simultaneous test (F-test) were used to examine the effect of independent variables on the dependent variable. All analyses were performed using IBM SPSS Statistics 23. The results show that the marketing mix significantly affects the sales volume at Senyala Space. Of the four marketing mix variables analyzed, price was found to have a significant negative effect on sales volume, indicating that an increase in price tends to decrease sales volume. On the other hand, the other three variables—product, place, and promotion—have a significant positive effect on sales volume. This suggests that improvements in product quality, strategic location selection, and effective promotions can increase sales at Senyala Space. These findings provide recommendations for Senyala Space’s management to enhance their marketing strategies by considering the factors influencing customer purchasing decisions, in order to boost sales volume in the future.

Marketing a product effectively goes beyond showcasing attractive photos; it involves creating engaging videos that can better explain and demonstrate the products on existing social media platforms. In today’s digital age, maximizing a product's effectiveness through social media marketing is essential. CapCut, a user-friendly video editing application, offers a range of features that enable users to create professional-quality videos easily. These features can be utilized to effectively market a product by conveying its specifications and unique features in a visually compelling way. Recognizing the importance of video content in modern marketing strategies, we organized a training session at Cynara’s Corner, a retailer specializing in children’s and Muslim clothing. This training was designed to teach participants how to utilize CapCut for creating marketing videos. We used the drill and practice method, which involved hands-on exercises to help participants learn how to edit and produce engaging product videos. The training sessions focused on creating videos that could effectively communicate product specifications, such as size, material, and design, in a way that would appeal to potential buyers. These videos, once created, would be shared on social media platforms to provide comprehensive and informative content to attract potential customers. The training aimed to equip participants with the skills necessary to produce engaging content that would increase product visibility and appeal. By the end of the training, the participants were able to create professional videos that could be used for social media marketing. These videos not only showcased the products but also provided valuable information to help customers make informed purchasing decisions. This initiative will enable Cynara’s Corner to strengthen its social media presence and ultimately boost its sales by engaging potential buyers more effectively through creative video content.

The development of digital technology has driven transformation across various sectors, including the food and beverage industry. Dessert businesses face challenges in improving operational efficiency and competitiveness in the digital market. One possible solution is the use of websites as marketing and sales platforms. However, without proper management methods, the utilization of this technology will not be optimal. Therefore, this study applies the POAC (Planning, Organizing, Actuating, Controlling) method to develop a website- based dessert sales system aimed at enhancing business efficiency and customer satisfaction. This study employs a descriptive approach with the POAC method in website-based marketing strategies. The planningphase involves designing e-commerce features, such as product catalogs, an online ordering system, and digital payments. The organizing phase focuses on resource management and technology integration, while actuating includes implementing the system using MySQL, PHP, and CodeIgniter. The controlling phase is conducted through system testing using the Blackbox Testing method to evaluate application performance. The study results indicate that implementing the POAC method in a website- based system enhances the operational efficiency of dessert businesses. Transaction records become more accurate, customers can easily access product information, and the digital payment system improves transaction convenience. Furthermore, the website enables businesses to reach a broader market without geographical limitations. The implementation of the POAC method in website-based business management has proven to improve marketing and sales effectiveness. With a more structured system, businesses can better adapt to market changes and enhance customer interactions. This digital-based strategy also opens new opportunities for developing the culinary business in the modern era.

Technological developments have penetrated various sectors of life, including in the transportation and communication lines in Indonesia. KAI Access is a digital service issued by PT Kereta Api Indonesia in the form of an application. This application is present as a strategic innovation to improve the convenience and comfort of customers in accessing various train services, from ticket bookings, schedule information, to cancellations and refunds. However, from the complaint data submitted by customers, there are two biggest problems that are often experienced, namely related to responsiveness and action from KAI Access which is considered slow in handling user complaints and technical problems. When quick response services are not accompanied by concrete settlement actions, customer trust tends to decline. This research is based on service theory with a service quality and excellent service approach, where the variables of responsiveness and action are the main focus in the analysis of customer loyalty. Using a quantitative approach, with data collection techniques in the form of questionnaires, interviews, and literature studies, the respondents in this study were KAI Access users from the Edan Sepur train loving community. The results showed that the action variable had a positive and significant influence on customer loyalty, while the responsiveness variable did not have a significant influence directly. An important conclusion from this study is that in the context of digital applications such as KAI Access, customers prioritize concrete problem solving rather than just quick response. Therefore, PT KAI needs to strengthen concrete actions in handling complaints to increase long-term loyalty. Therefore, PT KAI needs to strengthen concrete actions in handling complaints to increase long-term loyalty, especially in the era of digitalization of public services that continues to grow rapidly.