Pengaruh Kualitas Produk, Harga, dan Promosi Terhadap Loyalitas Pelanggan Bakso Timbul di Hulu Sungai Selatan

Abstract

This study aims to analyze the impact of product quality, price, and promotion on customer loyalty at Bakso Timbul in Hulu Sungai Selatan. The research method used is quantitative with a descriptive approach. Data were collected through a questionnaire distributed to 150 Bakso Timbul customers. The results indicate that product quality, price, and promotion collectively have a significant effect on customer loyalty. Specifically, product quality and promotion have a positive and significant impact, while price has a negative and significant impact on customer loyalty. The managerial implication of this research is the need for improvements in product quality, competitive pricing strategies, and effective promotional intensity to enhance customer loyalty at Bakso Timbul.