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All Journal Jurnal Penelitian dan Pengembangan Sains dan Humaniora (JPPSH)
Ma Kentin Hantaryani
Universitas Jenderal Achmad Yani, Cimahi, Indonesia
Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Promotion Strategy and Product Quality on Customer Loyalty Through Customer Satisfaction as an Intervening Variable in Processed Food Product MSMEs Ma Kentin Hantaryani; Veronika Santi Paramita
Jurnal Penelitian dan Pengembangan Sains dan Humaniora Vol. 10 No. 1 (2026): April - INPRESS
Publisher : Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/jppsh.v10i1.111475

Abstract

The problem of this research is the low level of customer loyalty to MSMEs for processed food products, as indicated by low repeat purchase rates and a high tendency for consumers to switch brands. This condition indicates that promotional strategies, product quality and customer satisfaction have not functioned optimally in building sustainable loyalty. This research aims to analyze, evaluate, and test the influence of promotional strategies and product quality on customer loyalty, with customer satisfaction as an intervening variable. This research uses a quantitative approach with a descriptive research design. The research subjects were MSME customers of processed food products, selected through purposive sampling, resulting in 97 respondents. Data were collected using questionnaires as the primary research instrument. The data obtained was analyzed using a quantitative descriptive approach to identify relationships between the variables studied. The research results show that promotional strategies have a positive and significant effect on customer loyalty, while product quality has no direct effect on loyalty. However, promotional strategies and product quality have been shown to positively and significantly influence customer satisfaction, which in turn has a significant influence on loyalty. In addition, customer satisfaction has been shown to mediate the influence of promotional strategies and product quality on customer loyalty. The conclusion of this research confirms that customer satisfaction is a key factor in increasing customer loyalty. The implications of this research show that MSMEs need to optimize promotional strategies and consistently maintain product quality to increase customer satisfaction and loyalty.
Co-Authors Veronika Santi Paramita