The Effect of Cat Food Product Quality and Quality of Delivery Service on Customer Loyalty, Mediated by Customer Satisfaction, Among Customers of Sakura Petshop Cimahi in the Greater Bandung Area
DOI:
https://doi.org/10.24256/kharaj.v8i3.12165Keywords:
Product Quality, Quality of Delivery Service, Customer Satisfaction, Customer Loyalty.Abstract
This study was motivated by the decline in the average total sales of Sakura Petshop Cimahi, as indicated by the company’s internal data, which suggests a decline in customer loyalty toward Sakura Petshop Cimahi. The purpose of this study is to determine the effect of product quality and quality of delivery service on customer loyalty mediated by customer satisfaction among Sakura Petshop Cimahi customers in the Greater Bandung area. The method used in this study was a survey. The sample consisted of 145 respondents selected using convenience sampling. Data for this study were collected through the distribution of a questionnaire that had been validated and found to be reliable and had passed the classical assumption tests. To test the hypotheses in this study, multiple regression analysis and the Sobel test were used. The analysis was conducted using SPSS version 25. The results indicate that product quality and the quality of delivery service have a positive and significant effect on customer loyalty; customer satisfaction has a positive and significant effect on customer loyalty; and customer satisfaction mediates the effects of product quality and the quality of delivery service on customer loyalty. These findings suggest that Sakura Petshop Cimahi needs to improve the consistency of its cat food quality, enhance the quality of its delivery service through punctuality, product safety, and order accuracy, and optimize the customer experience through responsive service, product education, customer loyalty programs, and the use of digital media. These efforts are expected to increase customer satisfaction, thereby strengthening customer loyalty in a sustainable manner.
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