INOVASI PRODUK BARISTA DALAM MENINGKATKAN LOYALITAS KONSUMEN DI KEDAI KOPI MODERN

Abstract

This research aims to analyze in depth the role of product innovation by baristas in increasing consumer loyalty amidst the increasingly saturated coffee shop industry. Employing a qualitative phenomenological approach, this study explores the subjective perspectives of baristas as innovators and consumers as value recipients through in-depth interviews, participatory observation, and data triangulation. The results indicate that product innovations generated by baristas encompassing dimensions of sensory uniqueness, visual aesthetic presentation, and product personalization are significantly capable of transforming customer satisfaction into persistent emotional loyalty. Field findings reveal that a barista's creativity in developing signature menus and engaging in elective interactions creates an experience value that cannot be replicated by competitors, thereby minimizing consumer intention to switch brands. The study concludes that innovation strategies centered on a barista's creative capabilities are crucial instruments in building long-term retention and voluntary brand advocacy by consumers. Therefore, management support for a barista's creative autonomy becomes a primary recommendation for maintaining business relevance in the experience economy era.