Published: 2026-10-01
Pengaruh Perceived Value, Kualitas Produk, dan Citra Merek terhadap Loyalitas Pelanggan (Studi Kasus pada Pelanggan Produk Susu Ultra Milk di Kota Bogor)
DOI: 10.35870/emt.v10i4.6595
Zuheratul Kamal, Agus Pranamulia, Dewi Fitrianti
- Zuheratul Kamal: Universitas Nusa Bangsa Kota Bogor
- Agus Pranamulia: Universitas Nusa Bangsa Kota Bogor
-
Dewi Fitrianti:
Universitas Nusa Bangsa Kota Bogor
Array (unauthenticated)
Abstract
This study aims to analyze the influence of perceived value, product quality, and brand image on customer loyalty among Ultra Milk UHT milk consumers in Bogor City. The sample used in this study consisted of all Ultra Milk dairy product consumers in Bogor City, with 150 respondents. The analysis method used was multiple linear regression analysis, with perceived value, product quality, and brand image as independent variables and customer loyalty as the dependent variable. Using 150 respondents as a sample, the results of the study show that perceived value, product quality, and brand image have a significant effect on customer loyalty, both partially and simultaneously, where partially perceived value has the greatest influence on customer loyalty.
Keywords
Perceived Value; Product Quality; Brand Image; Customer Loyalty; Dairy Product
Article Information
This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
-
Issue: Vol. 10 No. 4 (2026)
-
Section: Articles
-
Published: 2026-10-01
-
License: CC BY 4.0
-
Copyright: © 2026 Authors
-
DOI: 10.35870/emt.v10i4.6595
AI Research Hub
This article is indexed and available through various AI-powered research tools and citation platforms. Our AI Research Hub ensures that scholarly work is discoverable, accessible, and easily integrated into the global research ecosystem.
Zuheratul Kamal, Universitas Nusa Bangsa Kota Bogor
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Nusa Bangsa Kota Bogor, Provinsi Jawa Barat, Indonesia.
Agus Pranamulia, Universitas Nusa Bangsa Kota Bogor
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Nusa Bangsa Kota Bogor, Provinsi Jawa Barat, Indonesia.
Dewi Fitrianti, Universitas Nusa Bangsa Kota Bogor
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Nusa Bangsa Kota Bogor, Provinsi Jawa Barat, Indonesia.
-
Anshori, M., & Iswati, S. (2019). Metodologi penelitian kuantitatif. Surabaya: Airlangga University Press.
-
Award, T. B. (2025). Top Brand Index Susu Cair kemasan siap minum Tahun 2025. Retrieved from http://www.topbrand-award.com
-
Ayuda, A. (2023). Pengaruh ekuitas merek, persepsi nilai, kepuasan, diferensiasi Tokopedia terhadap loyalitas merek (Doctoral dissertation, Universitas Islam Indonesia).
-
Bairizki, A. (2017). Pengaruh harga, promosi, dan kualitas produk terhadap keputusan pembelian dalam meningkatkan penjualan (Studi kasus pada UD Ratna Cake & Cookies). Jurnal Valid, 14(2).
-
Batjo, F., Massie, J., et al. (2022). The effect of E-WOM, perceived quality, on loyalty at Shopee online store in Manado. Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 10(2).
-
Ghozali, I. (2018). Aplikasi analisis multivarite dengan program SPSS (Edisi keempat). Semarang: Universitas Diponegoro.
-
Grewal, D., & Levy, M. (2021). Marketing (8th ed.). McGraw-Hill Education.
-
Hasan, A. (2020). Marketing dan kasus-kasus pilihan. Yogyakarta: CAPS (Center for Academic Publishing Service).
-
Indrata, A. (2019). Pengaruh perceived value terhadap loyalitas pelanggan. Jurnal Manajemen Pemasaran, 13(2), 85–96.
-
Keller, K. L. (2008). Strategic brand management: Building, measuring, and managing brand equity (3rd ed.). Upper Saddle River, NJ: Pearson Education.
-
Keller, K. L. (2021). Strategic brand management (5th ed.). Pearson Education.
-
Kotler, P., & Armstrong, G. (2021). Principles of marketing (18th ed.).
-
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.).
-
Lynda, A. J., Uripi, C. R., & Pahlevi, A. (2023). Pengaruh persepsi kualitas, influencer review, dan citra merek terhadap loyalitas dimoderasi dengan kepuasan pelanggan produk Scarlett Whitening di Kota Purwokerto. Majalah Imiah Manajemen dan Bisnis, 21(1).
-
Mulyani, W. E. F., Ramdhani, R. S., & Latif, A. (2022). Analisis pengaruh ekuitas merek, kualitas produk, dan harga terhadap loyalitas pelanggan produk truk Hino. Journal of Social Science and Multidisciplinary Analysis, 1(2).
-
Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2020). Service quality revisited: Enhancing value through digital channels. Journal of Marketing Theory and Practice, 28(4), 356–370.
-
Prasetyo, B., & Suseno, Y. (2020). Pengaruh perceived value dan kualitas layanan terhadap kepuasan dan loyalitas pelanggan. Jurnal Manajemen dan Bisnis, 7(2), 123–134.
-
Prastiwi, K. (2023). Pengaruh perceived value dan satisfaction terhadap loyalitas. Journal of Social and Economics Research, 5(2).
-
Putri. (2019). Manajemen pemasaran.
-
Ruslim, T. S. (2021). Pengaruh perceived quality, brand image, brand trust terhadap purchase intention produk Milo. Jurnal Manajerial dan Kewirausahaan.
-
Schiffman, L. G., & Kanuk, L. L. (2020). Customer behavior. Prentice Hall Inc.
-
Schindler, R. M. (2020). Emotional drivers of brand loyalty in evolving markets. Journal of Consumer Research, 47(2), 344-361.
-
Sugiyono. (2019). Metode penelitian bisnis. Jakarta: Alfabeta.
-
Sweeney, J. C., & Soutar, G. N. (2021). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 97(1), 1–12.
-
Tjiptono, F. (2015). Strategi pemasaran (Edisi 4). Yogyakarta: Andi Offset.
-
Tjiptono, F. (2021). Strategi pemasaran (Edisi terbaru).
-
Widojo, A. (2021). Pengaruh persepsi nilai word of mouth dan ekuitas merek terhadap loyalitas produk KFC. Pustaka Abadi.
-
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.
-
Zuhad. (2023). Pengaruh citra merek terhadap keputusan pembelian konsumen. Jurnal Manajemen dan Bisnis, 10(2), 115–124.
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.