https://www.journal.bukitpengharapan.ac.id/index.php/MOMIL <p><strong>Mount Hope Management International Journal (MOMIL)</strong> is committed to publishing scholarly empirical and theoretical research articles, that have a high impact on the management field as a whole. The journal encourages new ideas or new perspectives on existing research</p> Institut Teknologi dan Bisnis Kristen Bukit Pengharapan en-US Mount Hope Management International Journal 3032-1956 https://www.journal.bukitpengharapan.ac.id/index.php/MOMIL/article/view/1186 <p><em>The rapid growth of the Food and Beverage (F&amp;B) industry in Indonesia has intensified competition among coffee brands, making customer loyalty an important factor in maintaining business sustainability. This study aims to analyze the effectiveness of Starbucks' lock-in loyalty strategy in building customer loyalty in Indonesia. The research employed a qualitative approach using a case study method. Data were collected from various digital sources, including Starbucks' official social media accounts, company websites, the Starbucks Rewards application, and supporting documents. The data were analyzed using content analysis techniques to identify the forms and implementation of lock-in loyalty strategies. The results show that Starbucks strengthens customer loyalty through several integrated strategies, including rewards programs, service personalization, digital applications, and transaction convenience. These strategies create both functional and emotional benefits that encourage repeat purchases and long-term customer attachment. In addition, customer loyalty is influenced by consumer behavior factors such as culture, social class, reference groups, and electronic word of mouth (E-WOM). The combination of these factors enables Starbucks to maintain customer loyalty and strengthen its competitive position in the increasingly competitive coffee industry.</em></p> Abdul Muin Darul Fikri Silvy Dewi Anggraini Siti Fatmawati Ronika Cahya Putri Ayu Dinda Elisiya Syakila Dwi Ramadhani Hak Cipta (c) 2026 Mount Hope Management International Journal 2026-07-06 2026-07-06 4 1 1 10 10.61696/momil.v4i1.1186 https://www.journal.bukitpengharapan.ac.id/index.php/MOMIL/article/view/1188 <p>The development of social media has encouraged the emergence of various digital marketing strategies, one of which is viral marketing. The phenomenon of Aldis Burger promoted by Aldi Taher is interesting to study because of its success in attracting public attention through social media and the personal branding of public figures. This study aims to analyze consumer behavior in responding to Aldis Burger's viral marketing strategy based on cultural, demographic, economic, social, family and reference group factors, as well as technology and electronic word of mouth (e-WOM). The study uses a qualitative descriptive approach with the ADD case study method. The data source was obtained from an Instagram post @Bisnishack Official entitled "Don't Copy Aldi Taher's Viral Marketing", supported by various relevant literature and previous research. The analysis technique was carried out through content analysis of the post's content and linked to consumer behavior theory. The results of the study indicate that viral marketing can increase consumer attention and curiosity about the product. In addition, digital culture, demographic characteristics of the younger generation, economic considerations, the influence of family and reference groups, and the dissemination of information through social media and e-WOM also influence consumer interest and purchasing decisions. These findings suggest that the success of a digital marketing strategy is the result of the interaction between viral marketing and consumer behavioral factors in the digital environment.</p> Fajrina Fatil Minati Yuliani Setia Ningrum silvy dewi anggraini Aldi Saifulloh irvaia miftakhul jannah m. naizil ma'wqa destania shezylia rossi putri Hak Cipta (c) 2026 Mount Hope Management International Journal 2026-07-10 2026-07-10 4 1 11 18 10.61696/momil.v4i1.1188