STRATEGI RETENSI PELANGGAN UNTUK KEBERLANJUTAN UMKM KULINER SEAFOOD LOKAL (STUDI KASUS KELONG BABA BATAM)
Abstract
Industri kuliner berfungsi sebagai pilar utama ekonomi kreatif, berkontribusi signifikan terhadap pertumbuhan pariwisata dan kesejahteraan masyarakat. Dalam lingkungan yang semakin kompetitif, UMKM kuliner harus memperkuat strategi retensi pelanggan yang diterapkan oleh Kelong Baba Seafood Batam, sebuah UMKM kuliner makanan laut lokal yang beroperasi di destinasi wisata kuliner. Penelitian ini menggunakan pendekatan deskriptif kualitatif melalui wawancara mendalam, observasi partisipatif, dan dokumentasi yang melibatkan manajemen, karyawan, dan pelanggan setia: (1) program loyalitas melalui promosi keanggotaan dan ulang tahun, (2) peningkatan kualitas produk melalui pelatihan rutin dan konsistensi rasa, (3) peningkatan kualitas layanan yang menekankan kecepatan dan keramahan, (4) komunikasi dan promosi digital aktif melalui media sosial dan Google Review. Strategi-strategi ini secara efektif telah meningkatkan kunjungan berulang, menumbuhkan keterikatan emosional, dan memperkuat citra merek restoran sebagai destinasi kuliner makanan laut terkemuka di Batam. Studi ini menyimpulkan bahwa keberlanjutan UMKM kuliner lokal sangat bergantung pada strategi retensi yang konsisten, inovatif, dan berorientasi pada pengalaman pelanggan
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