Analysis of Retention Strategies and Determinants of Loyalty Among Aesthetics Training Participants

Retention strategies are essential for sustaining long-term relationships between training institutions and their participants and alumni amid growing competition among aesthetic training providers. Jakarta Estetika First has implemented several retention efforts; however, post-training relationship management and participant continuity still require more systematic development. This study aimed to analyze retention strategies and identify factors shaping participant loyalty at Jakarta Estetika First. A qualitative case study design was employed, involving eight informants: two management representatives and six participants or alumni with professional backgrounds as doctors, selected purposively. Data were collected through semi-structured interviews, observation, and documentation, and analyzed using thematic analysis. Findings revealed that retention strategies included training program adjustments, incentives, follow-up with participants who discontinued, offers of advanced programs, communication with participants, trainer relationships, and post-training support. Factors contributing to loyalty encompassed trainer competence, material relevance, service quality, perceived value, post-training support, and customer engagement. Participants’ intentions to continue training were primarily driven by the need to enhance competencies and the alignment of training benefits with professional needs. Conversely, lower prices, attractive promotions or bundling offers, competitors’ advertising, and reduced communication or support could encourage switching. Although CRM-based retention strategies had been applied, they were not yet fully structured as an integrated system. In conclusion, strengthening CRM, enhancing post-training support, developing alumni loyalty programs, offering repeat courses or re-training, and fostering more proactive communication are necessary to improve loyalty and maintain sustainable relationships with participants.