Strategi Community-Based Marketing Toko Buku Warung Sastra Yogyakarta dalam Membentuk Brand Loyalty
Community-Based Marketing Strategy of Warung Sastra Bookstpre Yogyakarta in Building Brand Loyalty
Penelitian ini berjudul “Strategi Community-Based Marketing Toko Buku Warung Sastra Yogyakarta dalam Membentuk Brand Loyalty”. Penelitian ini bertujuan untuk menganalisis penerapan strategi community-based marketing yang dilakukan oleh Toko Buku Warung Sastra Yogyakarta dalam membentuk brand loyalty. Dengan menggunakan pendekatan deskriptif kualitatif, penelitian ini mengumpulkan data melalui wawancara mendalam dan observasi. Analisis penelitian berlandaskan teori community-based marketing dari Juárez (2011), yang terdiri dari delapan elemen. Hasil penelitian menunjukkan bahwa Warung Sastra, dalam implementasinya, mendiversifikasi elemen-elemen tersebut ke dalam tiga kategori: elemen inti (Cerminan dan Kesadaran Kritis serta Kepemimpinan dalam Komunitas), elemen dalam program (Tindakan Representasi dan Politis, Praktik yang Berhubungan dengan Budaya, dan Pemberdayaan), serta elemen luar program (Asosiasi Spontanitas dengan Ketertarikan Khusus dan Refleksi Kritis), guna menyesuaikan strategi dengan kebutuhan komunitas dan pelanggan. Warung Sastra tidak secara eksplisit menerapkan Pembangunan Identitas Komunitas, melainkan memberi ruang identitas komunitas berkembang secara organik tanpa intervensi berlebih. Implikasi penelitian ini bersifat teoretis dan praktis. Secara teoretis, penelitian ini memperbarui teori community-based marketing dengan menegaskan bahwa pendekatan berbasis komunitas tidak hanya membentuk brand loyalty, tetapi juga mendukung ekosistem literasi. Secara praktis, penelitian ini memberikan wawasan bagi industri literasi dan sektor berbasis dampak sosial tentang efektivitas pemasaran komunitas dalam membangun loyalitas pelanggan yang berkelanjutan.
Kata Kunci: Community-Based Marketing, Brand Loyalty, Warung Sastra, Literasi
This research is entitled “Community-Based Marketing Strategy of Warung Sastra Bookstore Yogyakarta in Building Brand Loyalty”. This research aims to analyze the implementation of community-based marketing strategies carried out by Warung Sastra Bookstore Yogyakarta in shaping brand loyalty. Using a descriptive qualitative approach, this study collected data through in-depth interviews and observations. The research analysis was based on Juárez's (2011) community-based marketing theory, which consists of eight elements. The results show that Warung Sastra, in its implementation, diversifies these elements into three categories: core elements (“Reflection and Critical Awareness” and “Leadership in the Community”), in-program elements (“Representational and Political Actions, Culture-Related Practices, and Empowerment”), and out-program elements (“Spontaneity Associations with Special Interest” and “Critical Reflection”), in order to tailor the strategy to the needs of the community and customers. Warung Sastra does not explicitly implement Community Identity Building, but rather allows community identity to develop organically without excessive intervention. The implications of this research are theoretical and practical. Theoretically, this research updates community-based marketing theory by emphasizing that a community-based approach not only builds brand loyalty, but also supports the literacy ecosystem. Practically, this research provides insights for the literacy industry and social impact-based sectors on the effectiveness of community marketing in building sustainable customer loyalty.
Keywords: Community-Based Marketing, Brand Loyalty, Warung Sastra, Literacy