Customer Loyalty with the Approach of Product Quality, Price and Customer Satisfaction

Dwi Gemina, Yulianingsih and Siti Nurwita
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Dwi Gemina: Management Study Program, Djuanda University
Yulianingsih: Management Study Program, Djuanda University
Siti Nurwita: Management Study Program, Djuanda University

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 14, 238-246

Abstract: The fast food business is one of the fastest growing and most competitive enterprises. D’RAOS TOP CHICKEN & BURGER Citeureup competes with other fast food businesses. The purpose of this study was to analyze the effect of product quality and customer loyalty through customer satisfaction at D’RAOS TOP Chicken and Burger. The research subjects were D’RAOS TOP Chicken & Burger Citeureup customers as many as 100 customers who were sampled. This research is descriptive and verification. The instrument testing method is based on validity test, reliability test, and classical assumption test. Data analysis includes path analysis, coefficient of determination analysis, significance test and sobel test analysis. The results of this study indicate that product quality and price have a direct positive effect on customer satisfaction. Product quality, price and customer satisfaction have a direct and positive effect on customer loyalty. Product quality and price also have an indirect positive effect on customer loyalty through customer satisfaction.

Date: 2025
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