Research Article
The Influence of Customer Satisfaction Factors and Impact on Loyalty: Sajiku Brand Instant Seasoning Products in North Jakarta
@INPROCEEDINGS{10.4108/eai.28-9-2020.2307718, author={Ririn Wulandari and Moh Soleh and Mochamad Mukti Ali}, title={The Influence of Customer Satisfaction Factors and Impact on Loyalty: Sajiku Brand Instant Seasoning Products in North Jakarta }, proceedings={Proceedings of the 1st MICOSS Mercu Buana International Conference on Social Sciences, MICOSS 2020, September 28-29, 2020, Jakarta, Indonesia}, publisher={EAI}, proceedings_a={MICOSS}, year={2021}, month={5}, keywords={quality product price fairness brand image satisfaction loyalty}, doi={10.4108/eai.28-9-2020.2307718} }- Ririn Wulandari
Moh Soleh
Mochamad Mukti Ali
Year: 2021
The Influence of Customer Satisfaction Factors and Impact on Loyalty: Sajiku Brand Instant Seasoning Products in North Jakarta
MICOSS
EAI
DOI: 10.4108/eai.28-9-2020.2307718
Abstract
This research is motivated by the phenomenon of indication of an increase in brand image in the instant seasoning of one brand according to Frontier Research (Top Brand Award) but there is a decrease in the product's performance its. The research objective was to determine and examine the factors that influence consumer satisfaction and their implications for consumer loyalty to consumers of the Sajiku brand of instant seasoning products in North Jakarta. The method used in this research is a quantitative descriptive method. The population of this study was all users of the Sajiku brand instant seasoning in North Jakarta. The sample was determined to be 198 respondents, based on the Loehlin theory. The method used in sampling is a nonprobability sampling. The method used in analyzing the data is the Structural Equation Model (SEM) method. The tool used as a software in using SEM is Lisrel 8.80. The results showed that product quality, price fairness, and brand image had a significant effect on consumer loyalty, mediated by consumer satisfaction. However, price variables have the strongest influence compared to variables of product quality and brand image, both on consumer loyalty and on consumer satisfaction.
