Pengaruh Persepsi Pelanggan, Harga, Dan Online Marketing Dalam Meningkatkan Customer Loyalty (Studi Kasus Pada UMKM Ketan Duren Ala Nana Di Kota Malang)

Abstract

Abstract

This research intends to examine the impact of customer perception, pricing, and digital marketing on customer loyalty at the Ketan Duren ala Nana MSME in Malang City. The study utilised a quantitative methodology featuring a descriptive technique. The methodology employed purposive sampling, involving a total of 85 participants who had previously acquired products from Ketan Duren ala Nana. Data were collected via surveys with a Likert scale and analysed through multiple linear regression. The results indicate that consumer perception, price strategies, and digital marketing significantly impact customer loyalty. Customer perception has a beneficial and large effect on customer loyalty, pricing has a favourable and major influence on customer loyalty, and internet marketing also positively affects consumer loyalty. These results indicate that enhancing customer loyalty can be accomplished through favourable consumer impressions of items, suitable pricing tactics, and efficient digital marketing methods. This research aims to provide guidance for culinary MSMEs in formulating marketing strategies to bolster client loyalty in the digital age..

Keywords : Customer Perception, Price, Online Marketing, Customer Loyalty, Culinary MSMEs