Designing A Customer Loyalty Program in the Mitra Sabana Application Using a Design Thinking Approach
Adhi Muhammad Yusuf, Jundi Qoriba, Hasbi Refdiwal, Asep Taryana · International Journal of Research and Review · 2025
This study aims to design a customer loyalty program for Sabana Fried Chicken using the Design Thinking approach. The research encompasses the processes of empathizing with customers and partners, problem formulation, idea development, and prototyping of the solution. The results indicate that implementing a point-based loyalty program through the Mitra Sabana application can improve customer retention and support the growth of franchise partner businesses. These findings provide insight that this innovative approach not only enhances customer loyalty but also empowers small enterprises to leverage digital technology in order to compete in saturated markets. Keywords: Customer Innovation, Design Thinking, Loyalty program, Mitra Sabana application, Sabana Fried Chicken.