Pengaruh Harga dan Kualitas Produk Terhadap Loyalitas Pelanggan pada UMKM Mood Risoles di Tangerang

The Effect of Price and Product Quality on Customer Loyalty in MSMEs Mood Risoles in Tangerang

Abstract

Mood Risoles is a small-scale culinary business producing various risoles variants that faces increasingly tight competition, as reflected by sales fluctuations during the January–March 2026 period. This study aims to determine and analyze the partial and simultaneous effects of Price (X₁) and Product Quality ((X₂) on Customer Loyalty (Y) at Mood Risoles Store in Tangerang. The research applies a quantitative method with a causal associative approach. Primary data were collected by distributing questionnaires to 95 respondents selected through non-probability convenience sampling, then analyzed using multiple linear regression with IBM SPSS Statistics version 22. The t-test results show that Price has a positive and significant partial effect on Customer Loyalty (t-count 3.678 > t-table 1.986; sig. 0.000), and Product Quality also has a positive and significant partial effect while being the most dominant variable (t-count 4.874 > t-table 1.986; sig. 0.000). The F-test results indicate that Price and Product Quality simultaneously have a positive and significant effect on Customer Loyalty (F-count 61.444 > F-table 3.095; sig. 0.000), contributing 57.2 percent (R Square = 0.572) to customer loyalty variation.