Pengaruh Kualitas Produk, Word Of Mouth, dan Social Media Marketing terhadap Loyalitas Pelanggan pada Kedai Kopi Kinou di Kabupaten Badung

Abstract

This study aims to investigate the influence of product quality, word of mouth, and social media marketing on customer loyalty at Kinou Coffee Shop in Badung Regency. The research adopts an associative quantitative approach with 99 respondents randomly selected from a population of 5,673 Kinou Coffee Shop customers. The research results indicate that product quality has a significant positive impact on customer loyalty. Word of mouth also has a significant positive influence on customer loyalty. Additionally, social media marketing also has a significant positive impact on customer loyalty. To maintain and enhance customer loyalty, it is recommended for Kinou Coffee Shop to improve product quality, create positive customer experiences, enhance customer interactions, and effectively utilize social media. For future researchers, it is encouraged to consider additional variables that may affect customer satisfaction and expand the scope of their research to include other types of companies as subjects for further research.