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All Journal Performance : Jurnal Bisnis dan Akuntansi
Fitri Norhidayati
Fakultas Ekonomi dan Bisnis Islam, Institut Agama Islam Darussalam Martapura, Kalimantan Selatan (Indonesia)
Economics, Econometrics & Finance

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PENGARUH HARGA, PROMOSI, DAN KUALITAS PRODUK TERHADAP LOYALITAS KONSUMEN DENGAN KUALITAS PELAYANAN SEBAGAI VARIABEL MODERASI Fitri Norhidayati; Lola Malihah; Nur Habibah
PERFORMANCE: Jurnal Bisnis & Akuntansi Vol 16 No 2 (2026): Performance: Jurnal Bisnis & Akuntansi
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Wiraraja Madura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24929/feb.v16i2.5418

Abstract

In response to the escalating competition within the culinary sector, enterprises must sustain customer loyalty through robust marketing strategies and superior service provision. The present study endeavors to investigate the impact of pricing, promotional activities, and product quality on customer loyalty, while simultaneously analyzing the moderating influence of service quality at Cakery.Bee Cake Shop in Banjarbaru. This research adopted a quantitative methodology utilizing an explanatory design. The sample comprised 92 respondents, selected via a saturated sampling technique. Analytical procedures were executed using IBM SPSS Statistics 26, encompassing validity and reliability assessments, classical assumption testing, multiple linear regression, F-tests, t-tests, and Moderated Regression Analysis (MRA). The results indicate that price, promotion, and product quality simultaneously have a positive and significant effect on customer loyalty (Sig. = 0.000; F = 30.167). Partially, price (Sig. = 0.004), promotion (Sig. = 0.000), and product quality (Sig. = 0.003) each have a positive and significant influence on customer loyalty. Furthermore, service quality significantly moderates the relationship between price and customer loyalty (Sig. = 0.024) as well as between promotion and customer loyalty (Sig. = 0.009). However, it does not significantly moderate the effect of product quality on customer loyalty (Sig. = 0.074).
Co-Authors Lola Malihah Nur Habibah