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Product Quality, Brand Image and Pricing to Improve Satisfaction Impact on Customer Loyalty

Author

Listed:
  • Tubagus Agus Khoironi

    (Universitas Bina Bangsa Banten, Indonesia,)

  • Hidayat Syah

    (Universitas Islam Syekh Yusuf, Tangerang, Banten, Indonesia.)

  • Parlindungan Dongoran

    (Universitas Islam Syekh Yusuf, Tangerang, Banten, Indonesia.)

Abstract

The purpose of this study is to know and analyze the influence of product quality, brand image, and price partially or simultaneously to customer satisfaction customer loyalty. The population of this research is the UMKM customer of EmpingMelinjo Industrial Sector in Banten Province.The research method used in this research is descriptive survey method and explanatory survey with sample size of 255 respondents, and data analysis method used is SEM (Structural Equation Modeling).Based on result of research, that product quality, brand image, and price partially or simultaneously have positive and significant effect of customer satisfaction with contribution equal to 53% and equal to 47% influenced by other variable not examined. Partially product quality is the most dominant variable affecting customer satisfaction. Product quality, brand image, price, and customer satisfaction partially or jointly have a positive and significant effect on customer loyalty with contribution of 84% and 16% influenced by other variable not examined. Partial customer satisfaction is the most dominant variable affecting customer loyalty. The result of research also shows that customer satisfaction is partial intervening variable on the influence of product quality, brand image, and price to customer loyalty.

Suggested Citation

  • Tubagus Agus Khoironi & Hidayat Syah & Parlindungan Dongoran, 2018. "Product Quality, Brand Image and Pricing to Improve Satisfaction Impact on Customer Loyalty," International Review of Management and Marketing, Econjournals, vol. 8(3), pages 51-58.
    • Handle: RePEc:eco:journ3:2018-03-9
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    Citations

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    Cited by:

    1. Dirar Abdulhameed Altoum Alotaibi & Salah Mahdi Jawad Al-Kawaz & Ali Abdulhassan Abbas, 2021. "Improving Product Quality under the Application of Lean Accounting Tools within the Behavioral Approach," International Journal of Economics and Financial Issues, Econjournals, vol. 11(2), pages 76-87.
    2. Hiroyasu Furukawa & Koki Matsumura & Susumu Harada, 2019. "Effect of Consumption Values on Consumer Satisfaction and Brand Commitment: Investigating Functional, Emotional, Social, and Epistemic Values in the Running Shoes Market," International Review of Management and Marketing, Econjournals, vol. 9(6), pages 158-168.
    3. Mangirdas Morkūnas & Marija Kotryna Grišmanauskaite˙, 2023. "What Really Drives Loyalty in the Fast-Moving Consumer Goods Market?," IIM Kozhikode Society & Management Review, , vol. 12(2), pages 197-212, July.

    More about this item

    Keywords

    Product Quality; Brand Image; Price; Customer Satisfaction; Customer Loyalty.;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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