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All Journal JURNAL ECONOMINA
Citra Dewi Arventha Putri
Univesitas Muhammadiyah Ponorogo, Indonesia
Economics, Econometrics & Finance

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Customer Loyalty in Wood Furniture SMEs: The Role of Word of Mouth, Brand Image, and Consumer Trust Citra Dewi Arventha Putri; Siti Chamidah; La Ode Sugianto
JURNAL ECONOMINA Vol. 5 No. 8 (2026): JURNAL ECONOMINA, Agustus 2026
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi 45 Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/economina.v5i8.3332

Abstract

Increasing competition among Micro, Small, and Medium Enterprises (MSMEs) requires business owners to strengthen customer loyalty as a sustainable competitive advantage. Customer loyalty is influenced not only by product quality but also by positive customer communication, brand image, and consumer trust. This study aims to examine the influence of word of mouth, brand image, and consumer trust on customer loyalty at UD. Citra Bagus Wooden Furniture MSME. A quantitative approach was employed using a survey of 120 customers selected through purposive sampling. Data were analyzed using multiple linear regression with SPSS version 25. The findings indicate that word of mouth, brand image, and consumer trust have positive and significant effects on customer loyalty, both partially and simultaneously. These findings suggest that strengthening positive customer communication, improving brand image, and building consumer trust contribute significantly to sustainable customer loyalty. The results provide practical implications for MSME managers in developing long-term customer relationship strategies to enhance business competitiveness.
Co-Authors La Ode Sugianto Siti Chamidah