The Effect of Price, Product Quality, and Store Atmosphere on Consumer Loyalty of ACK Fried Chicken
DOI:
https://doi.org/10.15408/saj.v6i1.48702Keywords:
price, product quality, store atmosphere, customer loyaltyAbstract
Customer loyalty is a vital determinant for the sustainability of local fast-food enterprises amidst intense industry competition. This study aims to analyze the influence of price, product quality, and store atmosphere on consumer loyalty at the Jimbaran Campus branch of ACK Fried Chicken, Udayana University, Bali. A quantitative research design was employed, involving 32 Respondentts selected through purposive sampling. The inclusion criteria were consumers aged 15–40 years who had purchased products at least twice a month to ensure they had sufficient experience to evaluate the brand. Data were analyzed using Multiple Linear Regression to determine the causal relationships between variables. The results demonstrate that price, product quality, and store atmosphere each exert a significant positive effect on consumer loyalty. These findings suggest that maintaining competitive pricing and enhancing the physical dining environment are critical strategies for local fast-food chains to retain their customer base
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