Pengaruh Kualitas Produk, Citra Merek, Harga, Dan Service Quality Terhadap Loyalitas Pelanggan Mie Gacoan Kota Malang

Abstract

Abstract

This study aims to analyze the influence of product quality, brand image, price, and service quality on customer loyalty of Mie Gacoan in Malang City, both partially and simultaneously. The study uses a quantitative approach with an explanatory research design. The population of the study is Mie Gacoan consumers in Malang City, while the sample consists of 105 respondents selected using purposive sampling with the criteria of having made at least two purchases. Primary data were collected through a Likert scale questionnaire 1–5 and analyzed using multiple linear regression with the help of SPSS version 25. The results showed that product quality has a positive and significant effect on customer loyalty with a t-value of 4.155 and a significance of 0.000; brand image has a positive and significant effect with a t-value of 4.331 and a significance of 0.000; price has a positive and significant effect with a t-value of 5.708 and a significance of 0.000; and service quality has a positive and significant effect with a t-value of 3.076 and a significance of 0.003. Simultaneously, the four independent variables significantly influenced customer loyalty, with an F-value of 1,887.814 and a significance level of 0.000. The Adjusted R² value of 0.986 indicates that 98.6% of the variation in customer loyalty can be explained by product quality, brand image, price, and service quality, while 1.4% is explained by other factors outside the model. These findings confirm that managing product quality, strengthening brand image, maintaining competitive prices, and improving service quality are strategic aspects in maintaining customer loyalty at Mie Gacoan in Malang City.

Keywords : Product Quality; Brand Image; Price; Service Quality; Customer Loyalty; Mie Gacoan.