STRATEGI MENINGKATKAN LOYALITAS PELANGGAN PADA USAHA KECIL PRODUK MAKANAN RINGAN DI SURABAYA

Abstract

The snack products small business in Surabaya hard enough to face competition from medium and large businesses that have a strong distribution network.The build customer loyalty is a key strategy.Result them to face competition SWOT analysis shows that small business food products in quadrant 4 where diversification strategy used is to continue to innovate and provide breakthrough by performing various combinations of excellence.be found 6 variables significantly to the character of its customers. The significant 6 variables such as: Products Delicious, Easy products are known, Product Without Preservatives, High Demand, Separate Fan, Sales Stable. Keywords:Small business,competition,customer loyalty,SWOT analysis,diversification, innovate