PERANCANGAN STRATEGI RETENSI PELANGGAN CUTIECLES NAIL STUDIO BANDUNG BERDASARKAN PERILAKU KONSUMEN

• Main Author: Rachma, Avieda
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83500
• Institution: Institut Teknologi Bandung

The Indonesian beauty industry market continues to grow, especially due to increased awareness of the importance of taking care of oneself, especially nails. This market growth is also followed by the growth of players in the Indonesian beauty industry. Cutiecles Nail Studio is a nail salon that was founded in June 2023 and is located on Jalan Dipatiukur Bandung. Entering an industry with so many players will certainly be a challenge for Cutiecles Nail Studio. From its inception until this year, Cutiecles Nail Studio has continued to experience significant growth in the number of customers. However, the Customer Retention Rate is quite low and tends to continue to fall over time. Customer Retention Rate is useful for measuring customers who make repeat purchases. Therefore, this research aims to design a customer retention strategy for Cutiecles Nail Studio by exploring consumer behavior. The research was conducted using a qualitative method in the form of semi-structured interviews which were processed using thematic analysis. The results of the thematic analysis will be processed into alternative retention strategy solutions using the 7P marketing mix and marketing funnel which will then be selected using the ICE Scoring Model. The retention strategy chosen is psychological pricing because price is a factor that greatly influences all types of customers in making repeat purchases. In the process of implementing psychological pricing, Cutiecles Nail Studio needs to prepare several other things, such as a more complete customer database, persuasive communication design, as well as evaluation and control so that this strategy can really increase Cutiecles Nail Studio's retention rate.