The Effect of Product Quality, Brand Image, and Promotion on Customer Loyalty at Rumah Tempe in Pontianak City
DOI:
10.47353/ecbis.v4i5.446Published:
2026-06-24Downloads
Abstract
This study aims to examine the effect of product quality, brand image, and promotion on customer loyalty at Rumah Tempe in Pontianak City. A quantitative approach with an associative research design was used. The sample consisted of 100 Rumah Tempe customers selected through purposive sampling, with the criteria of being at least 17 years old, having made purchases independently, and having purchased the product at least twice. Data were collected through questionnaires using a five-point Likert scale, supported by interviews and documentation. The data were analyzed using multiple linear regression, preceded by validity, reliability, and classical assumption tests. The results show that product quality, brand image, and promotion have positive and significant effects on customer loyalty, both partially and simultaneously. Among the three variables, promotion has the strongest influence, indicating that effective promotional activities play an important role in encouraging repeat purchases and customer recommendations. These findings imply that Rumah Tempe should consistently maintain product quality, strengthen its brand image, and optimize promotional strategies to increase customer loyalty in the competitive local snack food market.
Keywords:
Product Quality Brand Image Promotion Customer loyaltyReferences
Akmal, E., Panjaitan, H. P., & Ginting, Y. M. (2023). Service quality, product quality, price, promotion, and location on customer satisfaction and loyalty in CV. Restu. Journal of Applied Business and Technology, 4(1), 39-54.
Firmansyah, M. A. (2019). Pemasaran Produk dan Merek (Planning & Strategy). Surabaya: CV Penebit Qiara Media.
Ghozali, I. (2018). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 21. Semarang: Badan Penerbit Universitas Diponegoro
Hakim, L. N. (2021). Effect of product quality and service quality on customer loyalty with customer satisfaction as an intervenning variables (case study on the Tirta Jasa Lampung Selatan regional company (PDAM)). Economit Journal: Scientific Journal of Accountancy, Management and Finance, 1(1), 48-56.
Hapsari, Y., Suhud, U., & Mukhtar, S. (2021). Influence of Service Quality, Innovation, Price, Promotion on Customer Satisfaction and Customer Loyalty. Accounting & Finance/Oblik i Finansi, 3(93), 125-134.
Haryadi, I., & Syharuddin, S. (2023). The Impact of Brand Image and Promotion on Customer Loyalty. Jurnal Ilmu Ekonomi dan Bisnis Islam, 5(1), 51-67.
Haryo, L. (2025, Januari 30). Pemerintah Dorong UMKM Naik Kelas, Tingkatkan Kontribusi terhadap Ekspor Indonesia. Diambil kembali dari https://www.ekon.go.id/.
Imron, A., & Ariyanti, R. (2023, December). The Influence of Service Quality, Customer Relationship Management (CRM) and Brand Image on Customer Loyalty with Customer Satisfaction as an Intervening Variable. In International Conference on Digital Advanced Tourism Management and Technology, 1(1), 103-117.
Ing, I., & Dahlan, K. S. S. (2023). The Influence of Price, Location and Promotion on Customer Loyalty Mediated by Customer Satisfaction. International Journal of Social Service and Research, 3(10), 2681-2691.
Jamaluddin, Asfar, A. T., Ridwan, M. I., Armansyah, Y., Syamsidar, & Jumadi, S. F. (2020). Pembuatan Pupuk Organik Guano Kelelawar. Sukabumi: CV Jejak.
Khayun, D., Halim, A., & Pohan, M. Y. (2025). Pengaruh Kualitas Produk, Harga, Promosi Digital, dan Citra Merek terhadap Loyalitas Pelanggan pada Usaha Keripik Singkong Sehati di Desa Tanjung Harapan. YUME: Journal of Management, 8(2), 840-849.
Kotler, P., & Armstrong, G. (2023). Principles of marketing (19th ed.). Pearson.
Kotler, P., & Keller, K. L. (2022). Marketing management (16th global ed.). Pearson.
Mahanani, A. C., & Archie, A. (2025). Analysis of the Influence of Brand Image, Promotion Effectiveness, and Price on Customer Loyalty at Cassandra Skincare Singkawang. Electronic Journal of Education, Social Economics and Technology, 6(2), 1-10.
Niayah, & Habiburrahman, S. (2025). Strategi Pengembangan Usaha Makanan Ringan Skala Kecil di Pedesaan: Studi Peluang Dan Tantangan. Zakatuna: Journal of Economics and Business, 1(2), 1-7.
Naini, N. F., Santoso, S., Andriani, T. S., Claudia, U. G., & Nurfadillah, N. (2022). The Effect of Product Quality, Service Quality, Customer Satisfaction on Customer Loyalty. Journal of consumer sciences, 7(1), 34-50.
Nota, I. P., & Engkus. (2025). Pengaruh Citra Merek dan Kualitas Produk terhadap Loyalitas Pelanggan pada UMKM Keripik Singkong Restu Ibu Sukabumi. Jurnal Ekonomak, 11(3), 1-11.
Permana, N. S., Julian, E., Adila, B. H., Gantini, T., & Srimenganti, N. (2024). Pengaruh Bauran Pemasaran Harga dan Promosi Terhadap Loyalitas Konsumen Keripik Singkong (Manihot esculenta) Sanjai di Kabupaten Cianjur (Suatu Kasus pada Konsumen Keripik Singkong Cap Jam Gadang di Desa Ciherang Kecamatan Pacet Kabupaten Cianjur). Paradigma Agribisnis, 7(1), 97-110.
Rambe, D. N., & Nawawi, Z. M. (2022). Analisis strategi pemasaran dalam menghadapi persaingan bisnis. Magister: Jurnal Ilmiah Ilmu Manajemen, 1(2), 90-95.
Said, M. (2022). Manajemen Pemasaran dan Kepuasan Konsumen Perusahaan Ritel Modern. Makassar: Intelektual Karya Nusantara.
Siregar, S. (2017). Metode Penelitian Kuantitatif: Dilengkapin Dengan Perbandingan Perhitungan Manual & SPSS. Jakarta: Kencana.
Siregar, S. (2024, Januari 9). Pelaku Usaha Mikro di Pontianak Terus Bertumbuh. Diambil kembali dari https://pontianakpost.jawapos.com.
Sudaryono. (2022). Manajemen Pemasaran. Andi Offset.
Sugiyono. (2023). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Sujarweni, V. W. (2019). Metodologi Penelitian Bisnis dan Ekonomi Pendekatan Kuantitatif. Yogyakarta: Pustaka Baru Press.
Usman, R. (2024, Maret 25). Nilai Ekspor Industri Makanan dan Minuman Tembus US$ 41,7 Miliar pada 2023. Diambil kembali dari https://kontan.co.id/.
License
Copyright (c) 2026 Fadia Rachma Octriani, Sumiyati Sumiyati
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Downloads
How to Cite
