Customer Journey of Albanna.Id Muslim Fashion Store on Instagram Social Media in Karanganyar Regency

Jahid Syaifullah, Yitno Puguh Martomo, Makmun Syaifuddin

Abstract


Albanna.Id merupakan salah satu toko busana muslim besar yang ada di Kabupaten Karanganyar. Kehebatan toko busana muslim Albanna.Id tidak lepas dari optimalisasi promosi di media sosial Instagram. Dengan jumlah pengikut hampir dua puluh ribu di media sosial Instagram, memungkinkan toko busana muslim Albanna.Id mampu meraih posisi kepercayaan yang tinggi bagi para konsumen di wilayah Kabupaten Karanganyar. Dalam upaya untuk menarik konsumen yang loyal, penelitian ini mengungkap strategi Albanna.Id dalam menganalisis pengalaman konsumen dalam berbelanja. Salah satu strategi yang dilakukan oleh Albanna.Id adalah memahami perilaku konsumen dalam tahap pembelian, dan memetakan pengalaman konsumen dalam pembelian produk. Dengan metode studi kasus, data diperoleh dengan cara wawancara mendalam kepada 50 pelanggan Albanna.Id dan telah menggunakan produknya selama lebih dari dua tahun. Temuan penelitian ini adalah dengan adanya customer journey, pemilik toko dapat menganalisis pengalaman pelanggan dalam berinteraksi dengan pemilik toko atas produk yang beredar di masyarakat. Penggambaran peta perjalanan pelanggan menyatakan bahwa pengguna merasa puas berbelanja di toko muslim Albanna.id karena kualitas bahan dan harga yang cenderung terjangkau bagi masyarakat di sekitar Kabupaten Karanganyar.

Keywords


Customer journey mapping, Customer experience, Fashion Muslim Store

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DOI: https://doi.org/10.24815/jr.v8i3.45436

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