THE INFLUENCE OF CUSTOMER SATISFACTION, PRODUCT QUALITY, AND PRODUCT PRICE ON THE CUSTOMER LOYALTY OF MENANTEA IN BALI

Abstract

The decline in sales of Menantea in Bali has raised concerns about the factors influencing customer loyalty. Menantea, known for its variety of tea-based beverages, is facing growing competition in the market, necessitating an exploration of the key elements driving consumer choices. This study explores the influence of customer satisfaction, product quality, and product price on the customer loyalty of Menantea consumers in Bali. Using a quantitative approach, data were collected from 100 respondents aged 15 to 30 who had purchased Menantea products through structured questionnaires, with statistical analyses conducted using SPSS to test the relationships between the variables. The results indicate that customer satisfaction, product quality, and product price all have a significant and positive impact on customer loyalty. Additionally, the combined effect of these factors emphasises their importance in shaping consumer behavior. These findings suggest that Menantea can improve its market position by enhancing product quality, adjusting pricing strategies, and increasing customer satisfaction. This research provides valuable insights for Menantea’s management and contributes to the broader understanding of consumer behaviour in the competitive beverage industry.