Pengaruh Kualitas Produk, Promosi, dan Penetapan Harga terhadap Loyalitas Pelanggan Kopi Bubuk Organik CCT

Lara Ofelia Barreto Soares Diaz; Nana Trisnawati; Ruwaida Ruwaida; Estu Mahanani

Lara Ofelia Barreto Soares Diaz Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Persada Indonesia Y.A.I, Jakarta Pusat
Nana Trisnawati Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Persada Indonesia Y.A.I, Jakarta
Ruwaida Ruwaida Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Persada Indonesia Y.A.I, Jakarta
Estu Mahanani Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Persada Indonesia Y.A.I, Jakarta

Keywords: Product Quality, Promotion, Pricing, Customer Loyalty

Abstract

This study aims to analyze the influence of Product Quality, Promotion, and Pricing on
Customer Loyalty toward CCT (Cooperativa Café Timor) Organic Ground Coffee in
Timor-Leste. A quantitative descriptive approach was used with purposive sampling and
the Slovin formula, involving 70 respondents drawn from a population of 233 consumers.
Data were analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM)
with SmartPLS version 3. The results show that Product Quality has a positive and
significant effect on Customer Loyalty, while Promotion and Pricing have no significant
effect. The R-Square value of 0.742 indicates that the three independent variables explain
74.2% of the variation in Customer Loyalty, while the remaining 25.8% is explained by
other variables outside the model.

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