Service Quality Strategy Based On Sustainable Marketing To Increase Consumer Loyalty To Msmes In Rural

Abstract

Many MSMEs have been disadvantaged during the Covid-19 pandemic, so MSMEs are required to be creative and independent. MSME actors must understand the service quality strategy properly and correctly based on sustainable marketing. Where it emphasizes socially and environmentally responsible marketing activities to be able to meet the needs of consumers and business people so as to optimize sales turnover during the pandemic. The implementation of a service quality strategy based on sustainable marketing will increase consumer loyalty, while maintaining customer loyalty, sales turnover will be optimal. The aim of this research is to determine a Service Quality Strategy Based on Sustainable Marketing to Increase Consumer Loyalty to MSMEs. The data analysis tools used are Importance-Performance Analysis, Cause-and-Effect Diagram (Fish Bone Diagram), Formulation of Service Quality Strategy Based on Sustainable Marketing using SWOT analysis. The strategy used to increase customer loyalty is first, the SO strategy consists of improving service quality and research and development. Second, the W-O strategy consists of raising capital, promoting, and developing the quality of human resources. Third, the ST Strategy consists of optimizing services. Fourth, the WT strategy consists of community development, cooperation with suppliers and other MSMEs.