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This Author published in this journals
All Journal Indonesian Journal of Economics, Social, and Humanities West Science Business and Management West Science Interdisciplinary Studies International Journal of Applied Economics, Accounting and Management (IJAEAM) Asian Journal of Management, Entrepreneurship and Social Science
Prima Andreas Siregar
University of Riau
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Social Sciences

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Journal : West Science Business and Management

 1 
Consumer Satisfaction and Loyalty Towards Chatime Beverage Products: Evidence from Pekanbaru, Indonesia Henni Noviasari; Andi Junaidi; Sri Wahyuni Wildah; Fauzan Azmi; Ishadi Ishadi; Prima Andreas Siregar
West Science Business and Management Vol. 2 No. 01 (2024): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v2i01.691

Abstract

This study examines the influence of taste, price, and service quality on consumer satisfaction and loyalty towards Chatime beverage products in Pekanbaru, Indonesia. Understanding consumer behavior is crucial for sustaining business growth in the rapidly growing food and beverage industry. By leveraging theories of consumer satisfaction and loyalty, this study adopts a quantitative approach through multiple regression analysis of data collected from 108 respondents. The findings revealed that taste, price, and service quality significantly affect consumer satisfaction and loyalty. Interestingly, while satisfaction significantly fosters loyalty, it does not mediate the relationship between price and loyalty, suggesting price sensitivity among students’ demographics. Despite perceiving Chatime's products as relatively expensive, their willingness to recommend the brand indicates recognition of quality. This study contributes to a nuanced understanding of the factors driving consumer loyalty in the competitive beverage industry, emphasizing the need for strategic pricing and quality enhancement to foster consumer satisfaction and loyalty.
Co-Authors Andi Junaidi Andri Any Widayatsari Fauzan Azmi Freshly Arrisky Henni Noviasari Ishadi Ishadi Iwan Nauli Daulay Pegy Tasia Ganeha Rani Sagita Hilmawati Restu Samsir Samsir Samsir Samsir Samsir Sri Wahyuni Wildah