Analysis of Local Coffee Shop Marketing Agility and Customer Retention Amidst of Starbucks Boycott in Padang

Authors

  • Danis Ganeru Andalas University, Padang, Indonesia
  • Vera Pujani Andalas University, Padang, Indonesia
  • Yulia Hendri Yeni Andalas University, Padang, Indonesia

DOI:

https://doi.org/10.38035/jemsi.v6i4.4489

Keywords:

Qualitative, Segmentation, Marketing Agility, Customer Retention, Boycott, Fear of Failure, Local Coffee Shop

Abstract

This study aims to examine the segmentation, marketing agility, and customer retention of local coffee shop in Padang. The phenomena that discussed in this research are boycott movement of several brand particularly Starbucks and Fear of Failure. This research adopts a qualitative approach which aims to understand symptoms that do not require quantitative measurement. The data used in this research is derived from interview with the owner of local coffee shop in Padang with the total of 5 informant. The data analysis process is compiling data obtained from interviews and process it with Nvivo12. Boycott was found to have no influences towards Marketing Agility and Customer Retention of Local Coffee Shop in Padang. Nonetheless Fear of Failure was found to have influences towards Marketing Agility and Customer Retention of Local Coffee Shop in Padang.

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Published

2025-03-12

How to Cite

Ganeru, D., Vera Pujani, & Yulia Hendri Yeni. (2025). Analysis of Local Coffee Shop Marketing Agility and Customer Retention Amidst of Starbucks Boycott in Padang. Jurnal Ekonomi Manajemen Sistem Informasi, 6(4), 2112–2126. https://doi.org/10.38035/jemsi.v6i4.4489

Issue

Vol. 6 No. 4 (2025): Jurnal Ekonomi Manajemen Sistem Informasi (Maret - April 2025)

Section

Articles

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Copyright (c) 2025 Danis Ganeru, Vera Pujani, Yulia Hendri Yeni

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