Dampak Kualitas Produk dan Persepsi Harga terhadap Loyalitas Konsumen: Studi Empiris pada Kue Legendaris Pia Mawar Nongan

Abstract

Customer loyalty is a critical factor in the sustainability of businesses, especially in competitive industries like culinary. This study examines the influence of product quality and price perception on customer loyalty in the context of Mawar Cake, a traditional culinary product. Using a quantitative approach, data were collected through questionnaires from 45 repeat customers of Mawar Cake. The results indicate that both product quality and price perception have a positive and significant impact on customer loyalty. Product quality, measured by taste, texture, and packaging, contributes to customer satisfaction, which in turn fosters repeat purchases and brand advocacy. Price perception, evaluated through affordability and value for money, also plays a crucial role in shaping customer loyalty. The regression analysis reveals that 93.4% of customer loyalty is influenced by these two factors, while the remaining 6.6% is attributed to other variables not included in this study. The findings suggest that maintaining high product quality and setting a reasonable price are essential strategies for enhancing customer loyalty. Additionally, leveraging the cultural heritage of Mawar Cake can strengthen emotional connections with consumers. This study provides practical recommendations for producers to sustain the legacy of traditional culinary products in a modern market.