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eISSN: 2581-9615 || CODEN: WJARAI || Impact Factor 8.2 ||  CrossRef DOI

Research and review articles are invited for publication in March 2026 (Volume 29, Issue 3) Submit manuscript

The glue of trader loyalty: The role of product quality and price fairness through satisfaction in the context of Putu Ayu brand rice in East Java Province

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  • The glue of trader loyalty: The role of product quality and price fairness through satisfaction in the context of Putu Ayu brand rice in East Java Province

Dhino Suprayogo * and Santri Maharani

Master of Management Study Program, Postgraduate, University of Muhammadiyah Malang, Indonesia.
 
Research Article
World Journal of Advanced Research and Reviews, 2024, 21(02), 1206-1217
Article DOI: 10.30574/wjarr.2024.21.2.0559
DOI url: https://doi.org/10.30574/wjarr.2024.21.2.0559
 
Received on 11 January 2024; revised on 18 February 2024; accepted on 20 February 2024
 
The increasingly fierce competition in the rice industry has an impact on the number of choices offered to customers. The aim of this research is to analyze the influence of product quality and price fairness on the loyalty of Putu Ayu rice traders through satisfaction. This research is causality research with the research object in East Java Province. The research sample was a Putu Ayu rice trader with a minimum business experience of 1 year. Research data was obtained through questionnaires distributed directly. Research data was tested via AMOS. The research results show that product quality and satisfaction influence trader loyalty. However, price fairness has no effect on loyalty. Meanwhile, product quality and price fairness influence satisfaction. Meanwhile, satisfaction is able to significantly mediate the influence of product quality and price fairness on loyalty.
 
Product Quality; Price Fairness; Satisfaction; Loyalty
 
https://wjarr.com/sites/default/files/fulltext_pdf/WJARR-2024-0559.pdf

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Dhino Suprayogo and Santri Maharani. The glue of trader loyalty: The role of product quality and price fairness through satisfaction in the context of Putu Ayu brand rice in East Java Province. World Journal of Advanced Research and Reviews, 2024, 21(2), 1206-1217. Article DOI: https://doi.org/10.30574/wjarr.2024.21.2.0559

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