Consumer Satisfaction and Loyalty Towards Chatime Beverage Products: Evidence from Pekanbaru, Indonesia

Authors

DOI:

https://doi.org/10.58812/wsbm.v2i01.691

Keywords:

Taste, Price, Service quality, Customer satisfaction, Customer loyalty

Abstract

This study examines the influence of taste, price, and service quality on consumer satisfaction and loyalty towards Chatime beverage products in Pekanbaru, Indonesia. Understanding consumer behavior is crucial for sustaining business growth in the rapidly growing food and beverage industry. By leveraging theories of consumer satisfaction and loyalty, this study adopts a quantitative approach through multiple regression analysis of data collected from 108 respondents. The findings revealed that taste, price, and service quality significantly affect consumer satisfaction and loyalty. Interestingly, while satisfaction significantly fosters loyalty, it does not mediate the relationship between price and loyalty, suggesting price sensitivity among students’ demographics. Despite perceiving Chatime's products as relatively expensive, their willingness to recommend the brand indicates recognition of quality. This study contributes to a nuanced understanding of the factors driving consumer loyalty in the competitive beverage industry, emphasizing the need for strategic pricing and quality enhancement to foster consumer satisfaction and loyalty.

Author Biographies

Henni Noviasari, University of Riau

Lecturer of Management Department, University of Riau, Pekanbaru

Andi Junaidi, University of Riau

Student of Management Department, University of Riau, Pekanbaru

Sri Wahyuni Wildah, University of Riau

Lecturer of Management Department, University of Riau, Pekanbaru

Fauzan Azmi, Az-Zuhra Institute

Lecturer of Management Department, Az-Zuhra Institute, Pekanbaru

Ishadi, University of Riau

Lecturer of Management Department, University of Riau, Pekanbaru

Prima Andreas Siregar, University of Riau

Lecturer of Management Department, University of Riau, Pekanbaru

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Published

2024-03-28

How to Cite

Noviasari, H., Junaidi, A., Wildah, S. W., Azmi, F., Ishadi, I., & Siregar, P. A. (2024). Consumer Satisfaction and Loyalty Towards Chatime Beverage Products: Evidence from Pekanbaru, Indonesia. West Science Business and Management, 2(01), 169–178. https://doi.org/10.58812/wsbm.v2i01.691

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Vol. 2 No. 01 (2024): West Science Business and Management

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Articles

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Copyright (c) 2024 Henni Noviasari, Andi Junaidi, Sri Wahyuni Wildah, Fauzan Azmi, Ishadi, Prima Andreas Siregar

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