Rahayu, Entus and Yulianti, Lilik Noor and Kirbrandoko, Kirbrandoko (2022) FAKTOR-FAKTOR YANG MEMPENGARUHI CUSTOMER LOYALTY SOSIS FARMHOUSE DI DAERAH JABODETABEK. Jurnal Bisnis Darmajaya, 08 (01).
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Abstract
The research is a case study regarding Customer Satisfaction and loyalty of Farmhouse sausage products. The study aims to analyze the effect of Perceived Quality on Customer Satisfaction and Brand Image, the effect of Perceived Quality on Customer Loyalty, the influence of Brand Image on Customer Satisfaction and Customer Loyalty, and the effect of Customer Satisfaction on Customer Loyalty, and formulate managerial implications that can be applied by PT. San Miguel Pure Foods Indonesia to increase Customer Loyalty. The study used a purposive sampling survey method to 200 respondents living in the Greater Jakarta area. SEM analysis results show that Perceived Quality (PQ) significantly influences Brand Image and Customer Satisfaction, but does not significantly influence Customer Loyalty. Brand Image (BI) significantly influences Customer Satisfaction but does not significantly influence Customer Loyalty. Customer Satisfaction significantly influences Customer Loyalty. Companies must be able to maintain good product quality and develop products in accordance with current trends and market demand so that customers will be loyal
| Item Type: | Article |
|---|---|
| Subjects: | 300 Ilmu Ilmu Sosial > 330 Ilmu Ekonomi |
| Divisions: | Jurnal > Jurnal Ilmu Ekonomi |
| Depositing User: | Shela Safitri |
| Date Deposited: | 27 Jul 2022 03:36 |
| Last Modified: | 06 Feb 2023 04:47 |
| URI: | http://repo.darmajaya.ac.id/id/eprint/7811 |
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