Customer loyalty in the culinary product market: The role of satisfaction in mediating the relationship between service quality, product value, and pricing
DOI:
https://doi.org/10.61511/jembar.v3i1.2025.1692Keywords:
lilik rochim cooking spices (LLR), loyalty custome, price, product, satisfaction customers, quality serviceAbstract
Background: This study aims to analyze the influence of service quality, product quality, price, and customer satisfaction on customer loyalty in the cooking spices industry, with a case study of Lilik Rochim (LLR) Cooking Spices consumers in Sidoarjo. Increasingly tight competition in this industry requires producers to understand the factors that influence customer loyalty in order to maintain market share. Methods: This study uses a quantitative approach with a survey method involving 90 respondents who are LLR Cooking Spices customers. The collected data were analyzed using multiple linear regression to identify the relationship between the independent variables (service quality, product quality, price, and customer satisfaction) with the dependent variable (customer loyalty). Findings: The results of the study indicate that service quality, product quality, and price have a positive and significant influence on customer loyalty. In addition, customer satisfaction acts as a mediator that strengthens the relationship between service quality, product quality, price, and customer loyalty. Thus, improving service quality, providing high product quality, and setting competitive prices can increase customer satisfaction, which ultimately has an impact on increasing customer loyalty. Conclusion: These findings have strategic implications for cooking spices producers in designing effective marketing policies to increase customer loyalty. Novelty/Originality of this article: This study uniquely examines the mediating role of customer satisfaction in linking service quality, product quality, and price to customer loyalty within the context of the Indonesian cooking spices industry.
References
Abdurrahman, N. H. (2015). Marketing Strategy Management. Pustaka Setia.
Armstrong, K., & Kotler, P. (2015). Marketing an Introducing. Pearson Education, Inc.
Aryani, D., & Rosinta, F. (2010). Pengaruh kualitas layanan terhadap kepuasan pelanggan dalam membentuk loyalitas pelanggan. BISNIS & BIROKRASI: Jurnal Ilmu Administrasi dan Organisasi, 17(2), 3. https://doi.org/10.20476/jbb.v17i2.632
Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of tourism research, 27(3), 785-804. https://doi.org/10.1016/S0160-7383(99)00108-5
Bakır, M., Atalık, Ö., & Itani, N. (2024). Service quality and repurchase intentions in the airline industry: a multiple mediation analysis through customer citizenship behaviour. Current issues in tourism, 1-22. https://doi.org/10.1080/13683500.2024.2410935
Bei, L. T., & Chiao, Y. C. (2001). An integrated model for the effects of perceived product, perceived service quality, and perceived price fairness on consumer satisfaction and loyalty. Journal of consumer satisfaction, dissatisfaction and complaining behavior, 14, 125-140. https://www.jcsdcb.com/index.php/JCSDCB/article/view/110
Bhatnagar, S. B. (2022). Why are some customers more loyal than others? The impact of positive psychological capital on loyalty, satisfaction, and trust. Journal of Promotion Management, 28(5), 584-624. https://doi.org/10.1080/10496491.2021.2009610
Citra, H., Wahyuni, S., & Rafasya, R. (2024). Juridical review of customer satisfaction linked to consumer protection law in pharmacy management. JCH (Jurnal Cendekia Hukum), 9(1), 115-124. https://e-jurnal.stih-pm.ac.id/index.php/cendekeahukum/article/view/813
Griffin, G. (Ed.). (2013). Research methods for English studies. Edinburgh University Press.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (7th Edition). Pearson
Harisandi, P., & Purwanto, P. (2022). The effects of price, brand image, and product quality on customer loyalty and repurchase (a study case on customers of Walls products). IDEAS: Journal of Management & Technology, 2(1), 22-33. http://dx.doi.org/10.33021/ideas.v2i1.3739
Hasan, A. (2015). Tourism Marketing. Center for Academic Publishing Service.
Hendryadi. (2019). Metode Penelitian. Lembaga Pengembangan Manajemen dan Publikasi Imperium.
Hidayat, D. R. (2020). Pengaruh Kualitas Pelayanan Dan Harga Yang Dimediasi Oleh Kepuasan Pelanggan Terhadap Loyalitas Pelanggan. Jurnal Manajemen Sains dan Organisasi, 1(1), 16-27. https://doi.org/10.52300/jmso.v1i1.2370
Hidayat, M. A., Rasyid, A., & Pasolo, F. (2024). Service quality on customer loyalty: Mediation of customer satisfaction. Advances in Business & Industrial Marketing Research, 2(3), 150-163. https://doi.org/10.60079/abim.v2i3.158
Ismail, I. J. (2022). I trust friends before I trust companies: The mediation of WOM and brand love on psychological contract fulfilment and repurchase intention. Management Matters, 19(2), 167-186. https://doi.org/10.1108/MANM-02-2022-0033
Khair, H., Tirtayasa, S., & Yusron, M. (2023). The effect of service quality and price on customer loyalty through customer satisfaction on Laundry Medan. com the city of Medan. Jurnal Ekonomi, 12(01), 560-568. https://www.ejournal.seaninstitute.or.id/index.php/Ekonomi/article/view/1023
Kosasih, O., Hidayat, K., Hutahayan, B., & Sunarti. (2024). Achieving Sustainable Customer Loyalty in the Petrochemical Industry: The Effect of Service Innovation, Product Quality, and Corporate Image with Customer Satisfaction as a Mediator. Sustainability, 16(16), 7111. https://doi.org/10.3390/su16167111
Kotler, P., & Amstrong, G. (2014). Principles of marketing 15Eth. Pearson Prentice Hall.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Lina, R. (2022). Improving product quality and satisfaction as fundamental strategies in strengthening customer loyalty. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 2(1), 19-26. https://doi.org/10.37481/jmeb.v2i1.245
Martono, N. (2014). Analisis isi dan analisis data sekunder. Edisi Revis I, 2. Rajawali Pres.
Naini, N. F., Santoso, S., Andriani, T. S., Claudia, U. G., & Nurfadillah, N. (2022). The effect of product quality, service quality, customer satisfaction on customer loyalty. Journal of consumer sciences, 7(1), 34-50. https://doi.org/10.29244/jcs.7.1.34-50
Närvänen, E., Kuusela, H., Paavola, H., & Sirola, N. (2020). A meaning-based framework for customer loyalty. International Journal of Retail & Distribution Management, 48(8), 825-843. https://doi.org/10.1108/IJRDM-05-2019-0153
Nguyen, T. L. H., & Nagase, K. (2020). Total quality management: a mediating factor in the relationship between customer expectations and satisfaction. International Journal of Management and Marketing Research, 13(1), 1-13. https://ssrn.com/abstract=3736225
Ogba, I. E., & Tan, Z. (2009). Exploring the impact of brand image on customer loyalty and commitment in China. Journal of technology management in China, 4(2), 132-144. https://doi.org/10.1108/17468770910964993
Pratama, E. H., Santoso, A., & Girahani, E. (2019). Pengaruh Kualitas Layanan Pada Warung Internet I-Cafe Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Di Kota Blitar. JIMEK: Jurnal Ilmiah Mahasiswa Ekonomi, 1(2), 179-188. https://doi.org/10.30737/jimek.v1i2.311
Ramaz, P. T. D., Mandiri, P., & Jaka, D. I. (2014). Pengaruh Kualitas Pelayanan Dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan PT. D’Ramaz Putra Mandiri Di Jakarta. Media Manajemen Jasa.
Starini, H. (2013). Pengaruh Kualitas Pelayanan terhadap Loyalitas Konsumendengan Kepuasan sebagai Variabel Mediasi (Studi Pada Toko Basuki JayaYogyakarta). Universitas Negeri Yogyakarta.
Sugiyono. (2018). Educational Research Methods Approach Quantitative. Alfabeta.
Suryani, S., & Hendryadi, H. (2015). A developing model of relationship among service quality, consumer satisfaction, loyalty and word of mouth in Islamic Banking. Al-Iqtishad: Jurnal Ilmu Ekonomi Syariah, 7(1), 45-58. http://dx.doi.org/10.15408/aiq.v7i1.1357
Suyanto, D. B. (2014). Qualitative Data. Prenada Media GroupaCipta.
Tjiptono, F. (2015). Marketing Strategy. Andi Offset.
Wijayanti, I. W., & Wahyono, W. (2015). Pengaruh Kualitas Pelayanan, Persepsi Harga dan Nilai Pelanggan terhadap Loyalitas Konsumen melalui Kepuasan Pelanggan sebagai Variabel Intervening. Management Analysis Journal, 4(1). https://doi.org/10.15294/maj.v4i1.7212
Wu, Y., & Huang, H. (2023). Influence of perceived value on consumers’ continuous purchase intention in live-streaming e-commerce—mediated by consumer trust. Sustainability, 15(5), 4432. https://doi.org/10.3390/su15054432
Downloads
Published
How to Cite
Issue
Section
Citation Check
License
Copyright (c) 2025 Satunggale Kurniawan; Muhammad Afifi Rahman
This work is licensed under a Creative Commons Attribution 4.0 International License.
