Analysis of Strategies to Improve Customer Satisfaction and Loyalty at Aster Café Using SWOT Analysis Approach

Abstract

The café industry has experienced rapid growth in line with the increasing consumption of coffee and changing lifestyles. However, intense competition and ever-evolving consumer demands have pushed business actors, including Aster Cafe, to continuously adapt and improve their business strategies. Aster Cafe is a small-scale café that is unique in its ability to maintain customer loyalty despite being located in a non-strategic area and not fully utilizing digital strategies. This study aims to analyze the internal and external factors that influence customer satisfaction and loyalty, and to formulate relevant and adaptive business strategies for Aster Cafe. This research employs a qualitative approach using a case study method, with data collection techniques including a pre-survey of customers, in-depth interviews, and documentation. The data were analyzed using SWOT analysis to identify the strengths, weaknesses, opportunities, and threats faced by Aster Cafe. Data validity was reinforced through source triangulation from customers, employees, and the business owner. The findings show that Aster Cafe has strengths in product quality, a comfortable café atmosphere, and community collaboration, but faces weaknesses in menu variety, customer service, and digital marketing. Opportunities arise from the growing coffee consumption trend, service digitalization, and high customer loyalty, while threats include fierce competition and shifting consumer preferences. Based on the analysis, four key strategies were formulated: (1) SO strategy by expanding the market through collaboration and customer satisfaction; (2) WO strategy by improving employee training and operational innovation; (3) ST strategy by maintaining quality and local identity to face competitors; and (4) WT strategy by offering incentives and developing human resources. These findings highlight the importance of adaptive and community-based approaches in building customer loyalty in small-scale independent cafés.