Abstract
UMKM kecantikan di Indonesia seperti Mad For Makeup menghadapi tantangan dalam membangun loyalitas pelanggan meskipun permintaan terus meningkat. Penelitian ini bertujuan untuk mengidentifikasi faktor-faktor yang memengaruhi loyalitas pelanggan menggunakan pendekatan gabungan berupa analisis sentimen, Partial Least Squares - Structural Equation Modeling (PLS-SEM), dan Importance-Performance Analysis (IPA). Setelah melalui validasi oleh para ahli, data dari 203 responden dianalisis menggunakan SmartPLS. Hasil menunjukkan bahwa kepercayaan pelanggan memiliki pengaruh paling kuat terhadap kepuasan (0,511), dan nilai harga merupakan variabel paling berpengaruh langsung terhadap kepuasan (0,250). Hasil analisis IPA menunjukkan bahwa indikator-indikator nilai harga berada di kuadran ?concentrate here?, yang berarti penting namun belum optimal. Oleh karena itu, strategi seperti promosi yang menonjolkan nilai produk, bundling edisi terbatas, dan kampanye storytelling berbasis emosi diusulkan untuk meningkatkan loyalitas pelanggan.
......The local beauty industry in Indonesia is rapidly growing, with SMEs playing a crucial role in its development. However, these SMEs often face challenges in retaining loyal customers. This study aims to identify the factors influencing customer loyalty using a hybrid approach combining sentiment analysis, Partial Least Squares Structural Equation Modeling (PLS-SEM), and Importance-Performance Analysis (IPA), with a specific focus on the brand Mad For Makeup. Sentiment analysis was used to extract key variables from online reviews, which were validated by experts and tested on 203 respondents. The PLS-SEM results show that customer trust has the strongest effect on customer satisfaction (0.511), while price value is the most influential variable directly affecting satisfaction (0.250). IPA results reveal that price value indicators fall into the "concentrate here" quadrant. Based on these findings, several strategies are proposed, including value-focused promotions, limited-edition product bundles, and emotional branding through storytelling.
