The purpose of this study is to explore and analyse the business strategy of Ayam Geprek Qita in the context of digitalisation to increase sales and customer loyalty. The research method used was a qualitative approach, a case study, and a purposive sampling technique. Data were collected using triangulation techniques (observation, in-depth interviews, and documentation) and analysis of the Miles and Huberman interactive model. Research results show that consumers prioritise direct interactions, making a friendly service-based approach and product quality key factors in building loyalty. Word of mouth has proven more effective than Facebook, while WhatsApp serves as a simple yet relevant communication medium to support sales transactions. Therefore, integrating a relational approach with the use of simple digital technology is a contextual and sustainable strategy for micro-businesses.

Purpose Within today’s highly competitive and complex industrial marketing environment, value-based selling (VBS) has become an increasingly core strategy for companies to maintain a competitive edge. Nevertheless, existing research primarily adopts the supplier’s perspective and lacks a systematic exploration of the causal relationships in the VBS mechanism when viewed from the customer’s perspective. This study aims to examine how customer perceived value influences repurchase intention and word-of-mouth recommendation intention through the mediating roles of trust and relationship satisfaction. Design/methodology/approach Grounded in perceived value theory and social exchange theory, this study designs and validates a customer decision-making model. A survey was conducted among procurement managers in the machinery manufacturing industry was conducted, and structural equation modeling was employed for empirical analysis. Findings Customer perceived value has a significant positive impact on trust and relationship satisfaction, which, as mediators, significantly influence repurchase intention and word-of-mouth recommendation intention. Furthermore, serial mediation effects from perceived value through trust and relationship satisfaction to behavioral intentions are evident, underscoring sequential relational processes. Trust and relationship satisfaction play a partial mediating role between perceived value and customer behavioral intentions. Originality/value This study enriches the theoretical foundation of VBS and reveals the key driving factors and the underlying mechanisms in customer decision-making, providing practical guidance for industrial firms to develop value-based marketing strategies.

This study examines the mediating role of customer satisfaction in the influence of service quality, perceived enjoyment, and trust on customer loyalty among Telkomsel data package users in Surakarta. A quantitative approach was used with 100 respondents analyzed using PLS-SEM. The results show that all independent variables have a positive and significant effect on customer satisfaction and customer loyalty. Customer satisfaction also has a significant effect and mediates the relationships among variables. These findings highlight the importance of improving service quality, enjoyable experiences, and trust to strengthen customer loyalty.

Agentic artificial intelligence (AI), autonomous systems capable of independent decision-making, learning and adaptation, is redefining branding by transforming passive consumer interactions into dynamic, co-creative relationships. This article synthesizes contemporary research (2020–2024) to explore how agentic AI enables hyper-personalized experiences, facilitates real-time brand adaptation and addresses ethical challenges in consumer engagement. Through case studies from Coca-Cola, Netflix and Unilever, we illustrate how autonomous AI systems enhance customer loyalty, drive innovation and foster trust through transparency. The study advocates strong governance of agentic AI through clearly defined policies, structured review points, audit documentation and escalation protocols to manage risks such as algorithmic bias and brand inconsistency. It offers managers a practical framework for implementation: establish brand guidelines, incorporate human oversight at critical decision points and monitor outcomes to ensure AI enhances rather than replaces human judgement. The study concludes by emphasizing the need for collaboration among marketing, data science, design and ethics teams to align AI autonomy with long-term brand integrity. It also highlights future research opportunities in areas such as crisis management protocols, AI-to-AI customer interactions and cultural adaptability in automated systems.

Micro, small, and medium enterprises (MSMEs) are required to continuously adapt to dynamic market conditions and increasing competition. This study aims to analyze the internal and external environments of Bathok’s Coffe and to formulate appropriate business development strategies using an integrated SWOT analysis approach. A descriptive qualitative method was employed, with data collected through observation, interviews with the business owner, and documentation. The analysis was supported by the Internal Factor Evaluation (IFE) Matrix, External Factor Evaluation (EFE) Matrix, Internal–External (IE) Matrix, and Grand Strategy Matrix. The results indicate that Bathok’s Coffe possesses internal strengths related to product quality and customer loyalty, while weaknesses are identified in marketing management and technology utilization. The integration of internal and external factors places the enterprise in a moderate strategic position, suggesting a hold-and-maintain strategy. This study concludes that strengthening internal capabilities and selectively utilizing market opportunities are essential for achieving sustainable business development.

This study investigates the influence of customer satisfaction on the perceived quality of online services, user trust, and customer loyalty, grounded in the principles of Social Exchange Theory. An online survey was administered among students and faculty members of India Universities to empirically examine these relationships. The findings reveal that e-service quality, customer service, and trust significantly and directly affect customer satisfaction. Moreover, satisfaction serves as a key mediating variable, linking service quality and trust to customer loyalty and highlighting its pivotal role in fostering long-term e-loyalty. The study underscores that indirect effects through satisfaction are more pronounced than the direct effects of e-service quality and trust on loyalty. These insights contribute to online marketing and service management literature by emphasizing satisfaction as a strategic driver of sustainable customer relationships in digital environments. Practical implications suggest that enhancing service quality and trust mechanisms can effectively strengthen customer retention and loyalty in online contexts

The article investigates the impact of investment activities of enterprises on the effectiveness of their marketing strategies within the context of transformations of business ecosystems in the energy sector. A comprehensive analysis of contemporary scientific approaches to assessing marketing performance is conducted, including methodologies for evaluating both strategic and tactical effectiveness, profitability indices.The study substantiates the significance of integrating investment decisions with marketing priorities to develop the innovative potential of enterprises, modernize production processes, expand product portfolios, and implement service-oriented business models. The article proposes a concept of synergistic interaction between investments and marketing strategies, which enhances companies’ competitiveness, ensures adaptation to external environmental changes, and creates a value proposition for consumers. Special attention is paid to the role of investments in digital transformation, renewable energy sources, and cross-industry partnerships as key factors in increasing the effectiveness of marketing strategies. The research demonstrates that coordinating investment decisions with marketing goals is a decisive factor in strategic enterprise development, fostering innovation, strengthening brand positioning, and maintaining competitive advantages in a complex and dynamic market environment.The article highlights the importance of marketing in shaping investment attractiveness, structuring communication with stakeholders, and supporting decision-making processes in high-risk and volatile market conditions. Furthermore, the study emphasizes the application of integrated performance assessment tools, including both commercial and non-commercial outcomes such as customer loyalty, corporate reputation, market share growth, and alignment with consumer expectations. The findings confirm that investment-driven marketing strategies contribute to sustainable enterprise growth, facilitate the introduction of innovative products and services, and support the transformation of the energy sector toward more environmentally responsible and technologically advanced models.In conclusion, the research asserts that the synergy of investment and marketing activities serves as a core mechanism for enhancing enterprise adaptability, ensuring strategic objectives are met, and reinforcing competitive advantages in the evolving global energy market.

Purpose: The global shift toward environmental sustainability has placed significant pressure on businesses to adopt sustainable packaging practices. With rising consumer awareness and stringent government regulations, firms must balance economic viability, supply chain efficiency, and customer expectations. Despite the growing recognition of sustainable packaging as a critical component of corporate social responsibility, its impact on supply efficiency and customer loyalty remains underexplored. Companies struggle to integrate sustainable materials into their supply chains without incurring excessive costs or disrupting operational efficiency, which raises concerns about the overall feasibility and long-term benefits of these initiatives. This study aims to bridge these gaps by exploring how sustainable packaging impacts supply efficiency and customer loyalty in a competitive market landscape. Method: This study is grounded in positivism, a philosophical approach that emphasizes objectivity, empirical observation, and hypothesis testing to generate generalizable knowledge through measurable data. The study employs a quantitative research approach to systematically investigate the causal relationships and employs convenience sampling to recruit 150 participants. Findings: The study concludes that sustainable packaging significantly enhances customer loyalty. The study also confirms that sustainable packaging positively influences supply efficiency. The study further concludes that supply efficiency strengthens the relationship between sustainable packaging and customer loyalty. The study recommends that businesses should shift towards eco-friendly packaging materials such as biodegradable, recyclable, or reusable options to enhance brand loyalty and meet customer expectations. Firms should integrate advanced logistics technologies to improve supply chain responsiveness and efficiency, maximizing the benefits of sustainable packaging. Organizations should actively communicate their sustainability initiatives to consumers through marketing campaigns, product labeling, and corporate social responsibility (CSR) reports.

This study aims to analyze the impact of service innovation, pricing, and trust on ticket purchase retention for intercity and interprovincial (AKAP) buses at PO Sinar Jaya. Despite the increasing number of passengers, ticket purchase retention remains suboptimal, and the load factor is only 50%, far below the ideal standard of 70%. This phenomenon suggests that factors beyond passenger volume, such as service innovation and pricing policies, play a crucial role in influencing customer loyalty. The research employs a descriptive method with a quantitative approach. The study population consists of all PO Sinar Jaya passengers in 2023, totaling 5,635,602 passengers. The sampling technique used is Random Purposive Sam-pling. The sample size is determined using Hair’s (2020) formula, based on the number of research indicators. Data was collected through questionnaires, and analysis was conducted using the Structural Equation Modeling (SEM) method with SmartPLS software. The results indicate that service innovation positively influences trust and ticket purchase retention, whereas pricing does not significantly impact trust but positively affects ticket purchase retention. Additionally, trust plays a crucial role in enhancing purchase retention. The findings highlight the importance of service innovation and competitive pricing strategies in improving customer loyalty at PO Sinar Jaya.

Purpose The purpose of this study is to enhance the accuracy and comprehensiveness of sentiment influence analysis in online reviews by addressing three critical limitations: improving sentiment classification accuracy, considering the combined effect of multiple emotions and mitigating biases in traditional usefulness voting methods. Design/methodology/approach This study employs a novel hybrid machine learning framework that integrates information entropy, principal component analysis (PCA) with K-means clustering and a bidirectional encoder representations from transformers-based sentiment classification model. Over 290,000 online reviews across four product categories were analyzed to predict perceived usefulness, calculate sentiment loss rates and systematically quantify sentiment influence. Findings The results demonstrate that different product types are influenced by positive, negative or mixed sentiments to varying extents. Specifically, economical products were predominantly influenced by positive sentiments, while applied products (e.g. medical apps) showed greater sensitivity to negative sentiments. Experiential and enjoyment products were equally influenced by both sentiments, highlighting the need for balanced strategies. Research limitations/implications The study’s data are primarily from the Chinese market; future research could extend the framework to international datasets. Additionally, although focused on e-commerce scenarios, the methodology could be expanded to other domains and integrated with hybrid models combining machine learning with regression testing. Practical implications Businesses can leverage this framework to optimize resource allocation effectively, target marketing strategies more accurately and improve customer satisfaction and loyalty by responding strategically to consumer emotions reflected in reviews. Social implications Accurate sentiment influence analysis empowers consumers with better information for decision-making and encourages businesses to align closely with genuine consumer needs and emotional feedback, thereby enhancing overall consumer welfare and market transparency. Originality/value This research pioneers the integration of qualitative sentiment classification with quantitative emotional influence measurement using machine learning. It introduces a novel metric – sentiment information loss rate – to quantify sentiment impacts precisely and explores the combined effect of multiple emotions, challenging the traditional one-to-one sentiment contagion model.

This study analyzes the mediating role of customer satisfaction in the relationship between digital marketing systems and customer loyalty in the fashion retail sector of a shopping mall in Tumbes, Peru, from an information technology and digital systems perspective. A quantitative approach with a non-experimental design and explanatory scope was adopted, using a sample of 384 consumers from 12 retail stores selected through non-probability sampling. Data were collected using a 35-item questionnaire designed to assess the performance of digital marketing information systems, customer satisfaction, and loyalty, and were analyzed using correlational statistics. The results reveal positive and significant relationships between digital marketing systems and customer satisfaction, as well as between these systems and customer loyalty, with the strongest association observed between satisfaction and loyalty. These findings confirm a partial mediating effect of customer satisfaction, indicating that technological infrastructure, information quality, and digital interaction influence customer loyalty both directly and through the customer experience.

This study aims to analyze the influence of service quality, product quality, and price on customer loyalty at the online shop Patricia Aksesoris. This research is motivated by the increasingly fierce competition in the e-commerce business, which requires businesses to not only attract new customers but also retain existing ones by increasing loyalty. Customer loyalty is a crucial factor because it directly impacts business sustainability and competitive advantage. This study used a quantitative approach with a survey method, distributing questionnaires to customers who had previously purchased from Patricia Aksesoris. The sampling technique used purposive sampling. The collected data were analyzed using multiple linear regression to determine the effect of each independent variable on customer loyalty. The results indicate that service quality, product quality, and price, both partially and simultaneously, have a positive and significant effect on customer loyalty. These findings indicate that responsive and friendly service, products that meet customer expectations, and competitive pricing commensurate with product quality can increase customer loyalty. This research is expected to provide practical contributions to online shop owners in formulating marketing strategies oriented towards customer satisfaction and loyalty.

Problem Statement: This study indicates towards the questions like How do awareness of AI and trust in the predictions of components of AI affect consumer perceptions regarding product availability in small-scale sessional e-commerce retail store? And how perceived product availability mediates the relationship between AI trust and customer loyalty Methodology: Using Structural Equation Modelling (SEM) to test the proposed framework, this study looks at how usefulness, efficiency, service responsiveness, and loyalty are related to each other when people shop online. Findings: The final model shows that service responsiveness has a strong positive effect on loyalty (β = 0.864, p < 0.001), while efficiency (β = 0.748, p < 0.001) and usefulness (β = 0.200, p = 0.01) have a strong negative effect on service responsiveness. Also, usefulness is a strong predictor of efficiency (β = 0.816, p < 0.001), which means that perceived usefulness leads to higher efficiency, which leads to higher service responsiveness, which leads to higher customer loyalty. These results are in line with earlier studies on the Technology Acceptance Model ([14]; [56]) and service quality frameworks ([48]). They show how important functional and experiential features are for building long-term customer relationships. Implications: The model gives e-commerce managers useful information, showing that spending money to make things run more smoothly and provide better service can lead to big increases in customer loyalty, no matter what demographic group they belong to.

The organized retail coffee sector in India has expanded rapidly over the past decade where it powered by economic growth and rapid increase of coffee lovers those consuming coffee regular basis through cafés or outlets this picture if more popular in metro cities or tier 1 cities where stat of consumers is in the age of 20-25 years. While competitive pressures increasing stakeholder scrutiny over ethical sourcing environmental responsibility and operational transparency. It creates a new domain name as Sustainable supply chain management, SSCM which concern from both consumers and firms where firms are treated as heightened social and environmental scrutiny by consumers in this study used a sample of 220 respondents on a conceptual model on SSCM practices and its relational aspect on customer loyalty in a coffee retail sector. SSCM practices know as organisational capabilities where its efficiency enhances operational and relational outcomes through improvement in brand legitimacy and customer trust which affect brand loyalty positively while Sustainability awareness functions as an enabling antecedent where it shows that consumers recognise and interpret firms SSCM initiatives. In emerging economies brands operating ethically perceived legitimate and responsible by customers and enhance trust on them. Such trust will become more stronger with efficient operations that assure consistent quality and dependable service to customers it driving repeat purchases and brand loyalty. Study also shows that Consumers awareness on sustainability issues is better able to recognise and value firm sustainability efforts. findings highlight that sustainability creates value not only through ethical behaviour but through stronger customer relationships. In emerging markets customers rewarded sustainability if they experienced as genuine and operationally embedded. Study used theoretical back ground of Natural Resource-Based View and stakeholder theory with Covariance-based structural equation modelling while Mediation analysis confirms trust fully transmits the effect of sustainability practices to loyalty outcomes, while brand legitimacy serves as a critical interpretive mechanism in trust formation. The findings indicate that sustainability programs provide relational and behavioural value mainly through trust-based processes, underscoring the strategic significance of authentically integrating sustainability into supply chain operations and communication strategies.

The present study is trying to conduct a study on the impact of AI-based product availability systems on customer trust and loyalty on seasonal retail microenterprises. Based on the common attributes, the study uses structural equation modelling (SEM) on the data gathered on 300-400 customers who used AI to shop in seasonal retail chains and identify six latent variables that forecasting, communication, preparedness, stability, trust and loyalty. The analysis shows that the positive effect of AI-driven predictive analytics and open communication on the customer trust is high, and the readiness and site stability are the mediating variables that contribute to this effect. The factor of trust comes out as one of the predictors of consumer loyalty, affirming to the fact that reliability in the technological aspect of the availability management is a precursor to long-term dedication. Based on the literature on the service quality and use of AI as means of operational aid and impression-forming elements, the given work suggests that the retailers should combine predictive AI with customer-centered open communication channels to become more loyal and competitive in the seasonal markets.

The urban area of ​​Surabaya exhibits intense business competition in the culinary industry, particularly in the sale of dim sum (Dimsay) products. To successfully increase sales volume, businesses must effectively manage customer perceptions of their products and the quality of their service. The purpose of this research is to examine and describe how taste, price level, and service quality impact Dimsay sales growth in Surabaya, both individually and collectively. This research employed quantitative methods through a survey. Data collection was conducted by distributing a questionnaire to 40 respondents, who were frequent Dimsay consumers in Surabaya. The respondents were selected using a purposive sampling technique. The collected data were then analyzed using multiple linear regression to test the validity of the formulated hypotheses. The results of the research show that, in general (through the F test), taste (X1), price (X2), and service quality (X3) have a significant and positive influence on sales growth (Y). When viewed separately (through a t-test), taste and price factors are proven to have a significant influence on sales increases, but the service quality factor does not show a significant influence in this study. The main findings of this study indicate that the taste factor (X1) is the most dominant aspect in influencing customer choices and driving sales increases. This suggests that even though price and service are taken into account, consistency in maintaining taste quality remains the most important element in building customer loyalty in the Dimsay market in Surabaya City

Purpose – This study seeks to examine the application of Customer Relationship Management (CRM) strategies by PT Fast Food Indonesia Tbk (KFC) in sustaining customer loyalty within a highly competitive food and beverage industry, particularly in light of KFC's leading market position accompanied by a declining revenue trend in 2024 relative to McDonald’s. Methodology – Employing a qualitative case study design, the research was conducted across seven KFC outlets in Surabaya from May to June 2025. Data collection involved semi-structured interviews and systematic observations with internal stakeholders (managers and cashiers) and external stakeholders (customers) directly involved in CRM implementation. Triangulation was utilized to enhance the validity and depth of data interpretation through the integration of diverse information sources. Findings – The investigation revealed the current practices of CRM implementation at PT Fast Food Indonesia Tbk, identifying both facilitating and constraining factors influencing its effectiveness in fostering customer loyalty amid intense industry competition. Practical implications – These findings provide critical insights for management at PT Fast Food Indonesia Tbk and comparable organizations to refine their CRM approaches, thereby improving customer engagement and competitive advantage. Social implications – Improved CRM strategies contribute to enhanced customer satisfaction and loyalty, ultimately benefiting the broader community by addressing consumer needs more effectively.

The rapid growth of the modern culinary industry has created intense competition for Micro, Small, and Medium Enterprises (MSMEs), particularly traditional and home-based cake businesses. This situation requires cake MSMEs to adopt appropriate strategies in order to sustain their businesses. This study aims to analyze the survival strategies implemented by cake MSMEs amid modern culinary competition. The research employs a qualitative approach with a descriptive design. Data were collected through direct interviews with cake MSME owners, observation of business activities, and supporting documentation. The findings indicate that the survival strategies of cake MSMEs include maintaining product quality and taste consistency, implementing simple product innovations, utilizing social media as a promotional tool, and offering affordable prices to consumers. Despite facing challenges such as limited capital and promotional capacity, cake MSMEs are able to survive by relying on product quality and customer loyalty. This study is expected to contribute to the development of cake MSMEs in becoming more adaptive and competitive in the modern culinary era.

Abstract This research explores how predictive analytics enhances personalization strategies and increases customer engagement in omni-channel retail. As consumer expectations evolve, omni-channel retailers leverage predictive models to deliver seamless, tailored experiences across channels and touchpoints. The study investigates predictive analytics adoption, customer perceptions, and engagement outcomes, using empirical data to validate hypothesized relationships. Findings show that predictive analytics significantly improves personalization quality and customer engagement, ultimately influencing customer satisfaction and loyalty.

The growing influence of digital platforms has transformed the way lifestyle products are promoted in India. This study explores how different generational cohorts-Baby Boomers, Generation X, Millennials, and Generation Z-respond to various forms of digital promotions, including influencer marketing, email campaigns, and mobile-based advertisements. By using a generation-centric lens grounded in consumer behavior theories such as the Generational Cohort Theory, Stimulus-Response Theory, and the Theory of Planned Behavior, this paper analyzes secondary data from journals, market research reports, and consumer behavior studies conducted between 2020 and 2024. Findings show that younger cohorts, particularly Gen Z and Millennials, are more responsive to interactive, visually engaging, and socially influenced marketing strategies. In contrast, Gen X and Boomers tend to prefer structured, trustworthy, and information-driven content. The study provides actionable insights for lifestyle brands to develop targeted digital campaigns that align with the values, preferences, and technological familiarity of each cohort. By synthesizing existing data and trends, the research highlights the importance of segmenting promotional strategies to improve customer engagement, loyalty, and return on investment.