HE INFLUENCE OF PRODUCT QUALITY AND CUSTOMER SATISFACTION ON CUSTOMER LOYALTY AT EKINPO CAKE & DESSERT MANADO

Abstract

This study aims to analyse the effect of Product Quality and Customer Satisfaction on Customer Loyalty at Ekinpo Cake & Dessert, a local cake and dessert business in Manado. The independent variables in this study are Product Quality and Customer Satisfaction, while the dependent variable analysed is Customer Loyalty. This research uses a quantitative method with a sample of 118 respondents who are Ekinpo customers. Data was collected through a questionnaire using a Likert scale. The results of this study indicate that both Product Quality and Customer Satisfaction significantly influence Customer Loyalty, both partially and simultaneously, were conducted and showed that the regression model meets the required assumptions. These findings highlight the importance of maintaining product quality and customer satisfaction as key strategies to strengthen customer loyalty in a competitive F&B MSME market.

Keywords: Product Quality, Customer Satisfaction, Customer Loyalty