The Effect of Product Innovation, Product Quality, and Brand Image on Customer Loyalty of Bramasta Fried Shallots
DOI:
https://doi.org/10.29407/4dh70q88Abstract
Research aim : This study aims to analyze the partial and simultaneous effects of product innovation, product quality, and brand image on customer loyalty to Bramasata Fried Shallots in Rejoso District, Nganjuk Regency.
Design/Method/Approach : This study uses a quantitative approach with a causality design. The research population consists of all Bramasata Fried Shallots customers in Rejoso District who made purchases during the period from June to October 2025. The sampling technique used non-probability sampling with the purposive sampling method, resulting in 71 respondents. Data analysis was performed using SPSS version 25, which included validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, coefficient of determination testing, and hypothesis testing through t-tests and F-tests.
Research Finding : The results show that product innovation, product quality, and brand image each have a positive and significant partial effect on customer loyalty. In addition, these three variables simultaneously have a positive and significant effect on customer loyalty to Bramasata Fried Shallots.
Theoretical contribution/Originality : This study contributes theoretically to the fields of marketing management and consumer behavior by strengthening empirical evidence regarding the influence of product innovation, product quality, and brand image on customer loyalty in the processed food MSME sector. The originality of this study lies in the simultaneous testing of these three variables in the context of local food products.
Practitionel/Policy implication : The results of this study have practical implications for MSME players, particularly Bramasata Fried Shallots, to continue to improve product innovation, maintain consistent product quality, and build a positive brand image in order to create sustainable customer loyalty.
Research limitation : This study has limitations in terms of the relatively small number of respondents and the research object, which only focuses on one MSME in a specific region, so the results cannot be generalized broadly. In addition, this study only examines three independent variables, while other factors have the potential to influence customer loyalty.
Keywords:
Product Innovation, Product Quality, Brand Image, Customer LoyaltyDownloads
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