STRENGTHENING CUSTOMER LOYALTY IN COOPERATIVE RETAIL: THE ROLE OF PRODUCT QUALITY, FAIR PRICING, AND SERVICE QUALITY

Agus Sobar (Universitas Linggabuana PGRI Sukabumi)
Sandi Setiadi (STISIP Guna Nusantara Cianjur)
Rizky Maulana (STISIP Guna Nusantara Cianjur)

Multidiciplinary Output Research for Actual and International Issue (Morfai Journal)
Vol. 6 No. 6 (2026): Multidiciplinary Output Research For Actual and International Issue

This research seeks to examine how product quality, pricing, and service quality impact consumer loyalty in cooperative retail outlets in Sukabumi City. Utilizing a quantitative methodology with an explanatory framework, the study applies the Structural Equation Modeling Partial Least Squares (SEM-PLS) technique. Data were gathered through a questionnaire from 190 respondents chosen via purposive sampling, focusing on consumers who had previously shopped at cooperative retail stores. The findings reveal that product quality positively and significantly influences consumer loyalty, evidenced by a path coefficient of 0.342 and a p-value of 0.000. Similarly, pricing shows a positive and significant impact with a coefficient of 0.229 and a p-value of 0.000, and service quality also demonstrates a positive and significant effect with a coefficient of 0.330, a p-value of 0.000. Together, these factors explain 29.1% of the variance in consumer loyalty, as indicated by an R² value of 0.291. The results suggest that while product quality, pricing, and service quality are linked to consumer loyalty, other elements not included in the model also play a role in influencing loyalty. Consequently, it is essential for cooperative retail management to focus on integrating high-quality products, competitive pricing, and responsive service to foster enduring consumer relationships.