Pengaruh Kualitas Produk, Citra Merek, Dan Kepuasan Konsumen Terhadap Loyalitas Pelanggan Sayur 24 Kota Malang

Abstract

Abstract

The purpose of this study is to evaluate how product quality, brand image, and customer satisfaction affect customer loyalty at Sayur 24 in Malang City, analyzing these factors both independently and together. The research background is rooted in the gap between Sayur 24's relatively strong brand image (73%) and its still-low customer loyalty rate (38%) according to CRM data. This is a quantitative study using a causal explanatory approach. The research sample consisted of 92 respondents determined using the Slovin formula with a purposive sampling technique. The collection of data was conducted via a 1-5 Likert-scale questionnaire, which was then analyzed through various methods including validity tests, reliability assessments, classical assumption tests, and multiple linear regression using SPSS version 26. The findings indicate that all instruments demonstrated validity and a high level of reliability. The findings from the t-test suggest that both product quality and brand image positively and significantly influence customer loyalty. In contrast, customer satisfaction shows a significant effect but with a negative coefficient, likely attributed to multicollinearity among the independent variables. The F-test findings reveal that the three independent variables significantly influence customer loyalty together, as evidenced by an adjusted R-squared of 0.680. This indicates that 68% of the differences in customer loyalty are explained by the model presented in this study. According to this study, Sayur 24 is advised to prioritize the consistency of product quality and the enhancement of its brand image to effectively improve customer loyalty.

Keywords: Product Quality; Brand Image; Customer Satisfaction; Customer Loyalty; Multiple Linear Regression.