The Effect of Product Quality and Pricing on Customer Satisfaction and Loyalty: A Study of Momoyo Beverage Consumers in Ujungberung
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Abstract
This study aims to examine: (1) the effect of product quality on customer satisfaction among Momoyo beverage consumers in Ujungberung, (2) the impact of pricing on customer satisfaction, (3) the influence of product quality on customer loyalty, (4) the effect of price on customer loyalty, (5) the role of customer satisfaction in influencing customer loyalty, (6) the indirect effect of product quality on loyalty through customer satisfaction, and (7) the indirect effect of pricing on loyalty through customer satisfaction. The research employs a quantitative associative approach, with a demographic focus on consumers who have purchased and consumed Momoyo beverages more than once and are aged 15 or older. A total of 88 respondents from the Ujungberung area were selected using purposive sampling. The data were analyzed using path analysis. The results indicate that both product quality and price have a positive and significant effect on customer satisfaction. Furthermore, customer satisfaction has a positive and significant influence on customer loyalty. Additionally, product quality and pricing also indirectly influence loyalty through the mediation of customer satisfaction. These findings suggest that maintaining product quality and implementing appropriate pricing strategies are essential for enhancing both customer satisfaction and long-term loyalty in the highly competitive beverage industry.
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