Analysis of Factors Affecting Consumer Loyalty to BULOG Products in the RPK of the Perum Bulog Bogor Work Area
DOI:
https://doi.org/10.24256/kharaj.v8i3.12170Keywords:
consumer loyalty, consumer satisfaction, BULOG rice, Rumah Pangan Kita (RPK), SEM-PLS.Abstract
This study aims to examine the influence of product quality, service quality, accessibility, price, and consumer trust on consumer satisfaction and its implications on consumer loyalty to BULOG rice products at Rumah PanganKita (RPK) in the operational area of Perum BULOG Bogor Branch. A quantitative approach was used by applying the Structural Equation–Partial Least Squares (SEM-PLS) Model using data collected from 317 respondents selected through purposive sampling techniques. The results showed that the proposed model explained 53.9% variance in consumer satisfaction and 46.0% variance in consumer loyalty. Product quality, price, and consumer trust have a positive and significant influence on consumer satisfaction, while service quality and accessibility do not significantly affect consumer satisfaction. In addition, consumer satisfaction has a positive influence on consumer loyalty and acts as an intermediate variable in the relationship between product quality, price, and consumer confidence with consumer loyalty. This research highlights the importance of maintaining competitive prices, consistent product quality, and consumer trust as strategic priorities to strengthen long-term consumer loyalty to BULOG rice products.
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Copyright (c) 2026 Ahmad Hadyan Fadhil, Alim Setiawan Slamet , Doni Yusri
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