(Universitas Muhammadiyah Pontianak, Pontianak, 78124, Indonesia)
(2) Sumiyati Sumiyati
(Universitas Muhammadiyah Pontianak, Pontianak, 78124, Indonesia)*Corresponding author
AbstractThis study aims to determine the extent to which product quality, service quality, and price influence customer loyalty in local cake shop businesses. The research employs an associative quantitative approach, with data collected from 100 respondents selected using purposive sampling specifically customers of Dapur Hidayah who have made at least two purchases. Data were obtained through a five-point Likert scale questionnaire and interviews with the business owner, complemented by secondary data such as sales reports and business profiles. The results of multiple linear regression analysis indicate that all three independent variables have a positive and significant effect on customer loyalty. The correlation coefficient (R) is 0.694, and the coefficient of determination (R²) is 0.482, indicating that 48.2% of the variation in customer loyalty can be explained by these variables. Among them, service quality exhibits the strongest influence on customer loyalty, followed by price and product quality. These findings provide empirical evidence of the central role of service quality in strengthening customer loyalty within small and medium-sized culinary enterprises, while simultaneously offering strategic insights for local business owners in designing service-oriented and value-based marketing strategies to sustain long-term customer relationships in regional markets.
KeywordsProduct Quality; Service Quality; Price; Customer Loyalty
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DOIhttps://doi.org/10.33122/ejeset.v6i2.1198 |
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