Meningkatkan Loyalitas Pelanggan Melalui Kualitas Produk Pada DMK Bordir Tasikmalaya
Abstract
The creative industry has a strategic role in local economic growth, including the embroidery sector in Tasikmalaya City. This study aims to analyze the effect of product quality on customer loyalty at DMK Bordir Tasikmalaya. The research approach used is quantitative with a survey method, using a purposive sampling technique and obtaining 95 respondents. Data were analyzed using simple linear regression. The results showed that product quality positively and significantly affects customer loyalty with a contribution of 80.64%. This indicates that the higher the product quality, the more likely customers are to remain loyal. This study provides implications that MSMEs in the creative industry sector need to focus on improving product quality to maintain and increase customer loyalty. The limitations of this study lie in the scope of objects that are still limited to one company and have not considered other factors that can affect customer loyalty, such as price and brand image. Therefore, further research is recommended to expand the scope of the study and integrate additional variables to obtain a more comprehensive understanding.
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