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.
