PENGARUH KUALITAS PRODUK, PROMOSI, PERSEPSI HARGA, KEPERCAYAAN PELANGGAN TERHADAP KEPUASAN PELANGGAN DAN LOYALITAS KONSUMEN PADA PUSAT OLEH-OLEH DAN KERIPIK BALADO

Nesa Mayori (Universitas PGRI Sumatera Barat)
Stevani (Universitas PGRI Sumatera Barat)
Dina Amaluis (Universitas PGRI Sumatera Barat)

JPLED
Vol. 6 No. 4 (2026): Journal of Practice Learning and Educational Development (JPLED) in Press

This study aims to analyze the effects of: (1) product quality on customer satisfaction; (2) product quality on consumer loyalty; (3) promotion on customer satisfaction; (4) promotion on consumer loyalty; (5) price perception on customer satisfaction; (6) price perception on consumer loyalty; (7) customer trust on customer satisfaction; (8) customer trust on consumer loyalty; and (9) customer satisfaction on consumer loyalty. The results indicate that product quality has a significant effect on customer satisfaction and consumer loyalty. Promotion also has a significant effect on customer satisfaction and consumer loyalty. Price perception has a significant effect on both customer satisfaction and consumer loyalty. In contrast, customer trust has no significant effect on customer satisfaction or consumer loyalty. Furthermore, customer satisfaction has a significant effect on consumer loyalty. These findings indicate that product quality, promotion, price perception, and customer satisfaction play an important role in strengthening consumer loyalty, while customer trust does not have a direct significant effect in this research context.