Strategi Pemasaran Bawang Merah Tradisional di Probolinggo dalam Mempertahankan Loyalitas Pelanggan

Abstract

This study aims to analyze the marketing strategy applied by Toko Bawang Merah Tradisional in  Probolinggo to maintain customer loyalty, as well as to identify the supporting and inhibiting factors in implementing the marketing strategy. This study employed a descriptive qualitative approach. Data collection was conducted through in-depth interviews, direct observation, and documentation involving the store owner, employees, and loyal customers. Data were analyzed using the interactive model of Miles and Huberman, which includes data reduction, data display, and conclusion drawing. The results show that the marketing strategy of Toko Bawang Merah Tradisional is implemented through the Marketing Mix (4P): product, price, place, and promotion. This strategy is realized by maintaining product quality and variety, setting prices aligned with quality, selecting an easily accessible location, and conducting promotions via customer recommendations, social media, and price discounts. Customer loyalty is reflected in repeat purchases, willingness to continue shopping despite the presence of competitors, and readiness to recommend the store. Supporting factors include product quality, competitive pricing, good service, and a strategic location, while inhibiting factors include business competition, supplier price increases, shifts in customer preferences, and government policies. This study concludes that the marketing strategy applied by Toko Bawang Merah Tradisional successfully maintains customer loyalty through a marketing mix aligned with consumer needs, supported by consistent product quality and service. Despite facing external constraints, the strategy remains capable of supporting business sustainability and long-term customer relationships.