<![CDATA[Purpose – The purpose of this study is to analyze the influence of price, product quality, and packaging quality on customer loyalty at Karya Lestari Farm. Design/methodology/approach – This research employs a quantitative explanatory design. The population consists of consumers of Karya Lestari Farm, with a sample of 180 respondents selected using purposive sampling. Data were collected through questionnaires and analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, and hypothesis testing with SPSS version 22 for Windows. Findings – The results indicate that price, product quality, and packaging quality each have a positive and significant effect on customer loyalty. Originality/value – This study provides insight into key determinants of customer loyalty in agribusiness, emphasizing the combined role of pricing strategy, product quality, and packaging design in strengthening long-term customer relationships.]]>
Copyrights © 2025
