ANALISIS LOYALITAS PELANGGAN PAKAN IKAN KEN BALANCED : Studi Pada CPPETINDO

Ivan Bachtiar Pandapotan Nababan, . (2026) ANALISIS LOYALITAS PELANGGAN PAKAN IKAN KEN BALANCED : Studi Pada CPPETINDO. Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to analyze the effect of price perception, perceived value, perceived quality, customer satisfaction, and customer trust on customer loyalty toward Ken Balanced Nutrition Fish Food at CPPETINDO, as well as to examine the mediating role of customer trust. This research is motivated by the increasing competition in the pet food industry, particularly in ornamental fish feed products, which requires companies not only to maintain product quality but also to build customer trust and loyalty. This study employed a quantitative approach, with data collected through questionnaires. The research sample consisted of 250 respondents who had purchased and used Ken Balanced Nutrition Fish Food. The sampling technique used was non-probability sampling with specific respondent criteria. The data were analyzed using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method with SmartPLS software. The results show that price perception, perceived quality, customer satisfaction, and customer trust have a positive and significant effect on customer loyalty. Meanwhile, perceived value does not have a significant direct effect on customer loyalty. The findings also indicate that customer trust mediates the effect of perceived value, perceived quality, and customer satisfaction on customer loyalty. However, customer trust does not mediate the effect of price perception on customer loyalty. The R-square value indicates that the research model has strong explanatory power for both customer trust and customer loyalty. These findings suggest that customer loyalty toward Ken Balanced Nutrition Fish Food is mainly shaped by perceived quality, customer satisfaction, and customer trust rather than by perceived value directly. Therefore, the company needs to maintain consistent product quality, improve customer satisfaction, and strengthen customer trust in order to sustain customer loyalty.

Item Type:	Thesis (Tesis)
Additional Information:	No.Panggil: 2410121007 Pembimbing: Maria Assumpta Wikantari Penguji 1: Prasetyo Hadi Penguji 2: Alfatih Sikki Manggabarani
Uncontrolled Keywords:	price perception, perceived value, perceived quality, customer satisfaction, customer trust, customer loyalty.
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S2)
Depositing User:	IVAN BACHTIAR PANDAPOTAN NABABAN
Date Deposited:	28 Aug 2026 07:16
Last Modified:	28 Aug 2026 07:16
URI:	http://repository.upnvj.ac.id/id/eprint/53130

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