Jasmine, Sekar (2026) PENGARUH PERSEPSI KUALITAS DAN SOSIAL TERHADAP LOYALITAS PELANGGAN MELALUI KESADARAN KESEHATAN PADA PRODUK BERAS MERAH DI WILAYAH JAWA TIMUR. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The consumption of brown rice in East Java remains relatively low compared to white rice, despite growing public awareness of healthy lifestyles. Customer loyalty toward brown rice products is influenced by several factors, including perceived quality, social influence, and health awareness. This study aims to analyze the effects of perceived quality and social influence on customer loyalty, both directly and indirectly through health awareness as a mediating variable, and to formulate recommendations for improving customer loyalty toward brown rice products in East Java. The study employed a quantitative approach using accidental sampling, involving 100 brown rice consumers residing in Surabaya, Sidoarjo, and Malang. Data were collected through a structured questionnaire using a five-point Likert scale and analyzed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method. The results indicate that perceived quality and social influence have a positive and significant effect on customer loyalty. Furthermore, health awareness was found to act as a mediating variable that strengthens the relationship between perceived quality, social influence, and customer loyalty. These findings suggest that consumers tend to be more loyal when they perceive brown rice products as high quality, receive positive social support from their surroundings, and possess a high level of health awareness. Therefore, strategies to enhance customer loyalty should focus on improving product quality, strengthening promotional and health education activities, and developing long-term relationships with consumers.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Sekar Jasmine | ||||||||||||
| Date Deposited: | 17 Jul 2026 07:19 | ||||||||||||
| Last Modified: | 17 Jul 2026 07:51 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/55544 |
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