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Pinisi Business Administration ReviewPinisi Business Administration Review

This study discusses the Effect of Product Quality on Customer Loyalty. In this study, researchers tried to determine whether Product Quality has an influence on Customer Loyalty. This research is a quantitative study using a survey method. The data was collected by means of a questionnaire and analyzed using a statistical formula, namely Simple Linear Regression Analysis, which is calculated using SPSS assistance. The results of this study are that there is an influence between Product Quality and Customer Loyalty, with a value of 0.990.

Based on the results of the research and discussion, it can be concluded that the quality of the product has an influence on customer loyalty of Baper meatballs.The magnitude of the influence of product quality on customer loyalty is 88%.Customer satisfaction also has an influence on customer loyalty, with a coefficient of determination of 93%.Therefore, it can be verified that product quality significantly affects customer loyalty at Bakso Baper in Gowa Regency.

Penelitian lebih lanjut dapat dilakukan untuk menguji pengaruh faktor-faktor lain seperti promosi, harga, dan lokasi terhadap loyalitas pelanggan Bakso Baper. Selain itu, studi kualitatif dapat dilakukan untuk menggali lebih dalam persepsi pelanggan mengenai kualitas produk dan pengalaman mereka secara keseluruhan. Penelitian selanjutnya juga dapat berfokus pada perbandingan loyalitas pelanggan antara Bakso Baper di Gowa dengan cabang-cabangnya di daerah lain, untuk mengidentifikasi perbedaan strategi pemasaran yang efektif. Terakhir, penelitian dapat mengeksplorasi bagaimana penggunaan media sosial dan pemasaran digital dapat meningkatkan loyalitas pelanggan Bakso Baper, terutama di kalangan generasi muda, dengan mempertimbangkan tren dan preferensi konsumen saat ini.

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