Consumer Behavior in the Digital Ecosystem: Its Implications for Customer Loyalty at Bonbin Public Coffee Shop in Tulungagung

Abstract

The rapid expansion of the coffee shop business in Tulungagung has sparked intense competition, with the digital ecosystem now actively shaping the behavior of younger consumers—shifting their focus from mere functional needs to a contemporary lifestyle. This study aims to comprehensively analyze consumer behavior characteristics within the digital ecosystem and examine their implications for building customer loyalty at Bonbin Public Coffee Shop. This descriptive qualitative study employs a single-case study approach. Primary data were collected through in-depth interviews with active customers and field observations, while secondary data were gathered through reviews and digital documentation on social media. Data analysis utilized the Miles and Huberman model, which includes data reduction, data presentation, and drawing conclusions using triangulation techniques to ensure data validity. The results indicate that the integration of owned media and user-generated content on TikTok and Instagram successfully triggered viral trends and a “Fear of Missing Out” (FOMO) tendency, which drove initial visit decisions. However, there is a functional gap between digital expectations and operational realities on the ground. A surge in visits during peak hours triggers operational capacity constraints, such as limited glassware inventory—which degrades visual aesthetics and product presentation—as well as fluctuations in comfort due to the noisy atmosphere at night. In conclusion, popularity driven by a digital ecosystem is highly effective for initial customer acquisition, but long-term customer loyalty tends to be fragile if not supported by consistent product quality, a comfortable atmosphere, and tangible operational readiness on the ground.