The Relationship between Marketing Creativity and Product Quality to Customer Satisfaction and Loyalty of Coffee MSMEs in Banyuwangi

Authors

  • Endang Lifchatullaillah Universitas dr. Soebandi
  • Wylda Olivia Kowey Politeknik Negeri Ambon
  • Eddy Silamat Faculty of Agriculture. Pat Petulai University

DOI:

https://doi.org/10.58812/wsis.v3i01.1626

Keywords:

Marketing Creativity, Product Quality, Customer Satisfaction, Customer Loyalty, Coffee MSMEs

Abstract

This study examines the relationship between marketing creativity, product quality, customer satisfaction, and loyalty in coffee micro, small, and medium enterprises (MSMEs) in Banyuwangi. Using a quantitative approach with 145 samples and data analysis through Structural Equation Modeling (SEM) and Partial Least Squares (PLS), the study investigates how marketing creativity and product quality influence customer satisfaction and loyalty. The results show that both marketing creativity and product quality significantly affect customer satisfaction, with product quality having a stronger impact on customer loyalty. The findings highlight the critical role of creative marketing strategies and high-quality products in fostering customer loyalty and satisfaction, suggesting that coffee MSMEs in Banyuwangi should prioritize these factors to sustain competitive advantage.

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Published

2025-01-31

How to Cite

Lifchatullaillah, E., Kowey, W. O., & Silamat, E. (2025). The Relationship between Marketing Creativity and Product Quality to Customer Satisfaction and Loyalty of Coffee MSMEs in Banyuwangi. West Science Interdisciplinary Studies, 3(01), 75–86. https://doi.org/10.58812/wsis.v3i01.1626