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Customer Loyalty with the Approach of Product Quality, Price and Customer Satisfaction

Author

Listed:
  • Dwi Gemina

    (Management Study Program, Djuanda University)

  • Yulianingsih

    (Management Study Program, Djuanda University)

  • Siti Nurwita

    (Management Study Program, Djuanda University)

Abstract

The fast food business is one of the fastest growing and most competitive enterprises. D’RAOS TOP CHICKEN & BURGER Citeureup competes with other fast food businesses. The purpose of this study was to analyze the effect of product quality and customer loyalty through customer satisfaction at D’RAOS TOP Chicken and Burger. The research subjects were D’RAOS TOP Chicken & Burger Citeureup customers as many as 100 customers who were sampled. This research is descriptive and verification. The instrument testing method is based on validity test, reliability test, and classical assumption test. Data analysis includes path analysis, coefficient of determination analysis, significance test and sobel test analysis. The results of this study indicate that product quality and price have a direct positive effect on customer satisfaction. Product quality, price and customer satisfaction have a direct and positive effect on customer loyalty. Product quality and price also have an indirect positive effect on customer loyalty through customer satisfaction.

Suggested Citation

  • Dwi Gemina & Yulianingsih & Siti Nurwita, 2025. "Customer Loyalty with the Approach of Product Quality, Price and Customer Satisfaction," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(14), pages 238-246, February.
    • Handle: RePEc:bcp:journl:v:9:y:2025:i:14:p:238-246
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