KELENGKAPAN PRODUK, CITRA MEREK, DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN

Abstract

The proliferation of minimarket businesses is inevitably tied to competition. This requires the management of each consumer-oriented minimarket to understand their customers' purchasing decisions. The objective of this research is to determine the influence of Product Completeness on Minimarket Customer Loyalty, the impact of Brand Image on Minimarket Customer Loyalty in the East Bandung region, the influence of Service Quality on Customer Loyalty, and the combined effect of Product Completeness, Brand Image, and Service Quality on Minimarket Customer Loyalty in the East Bandung area. The research methods employed are Descriptive and Verificative. The descriptive method is used to provide insights related to the variables by describing product completeness, brand image, service quality, and customer loyalty. In contrast, the verificative method aims to verify the influence of product completeness, brand image, and service quality on customer loyalty. This study utilizes a quantitative approach, gathering data through research instruments such as questionnaires and sampling respondents, specifically minimarket customers in the East Bandung region. Statistical data analysis was conducted using Structural Equation Modeling Partial Least Square (SEM-PLS). The conclusion drawn from this research reveals that the product completeness offered by the minimarket has a significant influence on customer loyalty, the brand image possessed by the minimarket significantly affects customer loyalty, and the quality of service provided by the minimarket significantly impacts customer loyalty. Furthermore, product completeness, brand image, and service quality collectively influence customer loyalty in the East Bandung area