Building Customer Loyality for Marning Corn in Bulukumba: The Impact of Brand Image, Service Quality, and Product Quality on Purchase Decisions and Customer Satisfaction

Abstract

Marning corn products, typical food, and souvenirs from the Bulukumba district are packaged simply without complete product information. Yet by integrating well-designed packaging with clear and relevant product information that can improve product quality, brands can improve the overall consumer experience, build trust, and foster long-term loyalty. This research aims to analyze the direct and indirect influence of brand image, service quality, and product quality on purchasing decisions and consumer satisfaction on consumer loyalty to making corn. The research method used quantitative analysis with structured interview techniques using a sample of corn buyers in Bulukumba Regency. The data analysis used is structural equation modeling (SEM) analysis using the AMOS application. The research results show that consumer satisfaction and brand image have a significant direct influence on loyalty. Brand image and service quality have an impact on purchasing decisions. Product quality, service quality, and brand image influence consumer satisfaction. Meanwhile, the variables of service quality and production quality do not have a significant effect on consumer loyalty through purchasing decisions and consumer satisfaction as intervening variables of brand image, service quality, and production quality. Increasing income in the Morning Corn business can be achieved by prioritizing brand image, service quality, and product quality so that later it can increase the number of buyers and increase consumer loyalty. Keywords: Customer loyalty, buying decision, customer satisfaction, brand image, service quality, product quality and marning corn.

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