Melola Discovery

← Melola Discovery

Akses terbuka Jurnal

WHEN TASTE IS NOT ENOUGH: DETERMINANTS OF CUSTOMER LOYALTY IN GEROBAKMIE, A LOCAL CULINARY BUSINESS IN JAMBI CITY

Journal of Business Studies and Management Review · Vol. 9 No. 2 (2026) · hlm. 309–315

DOI
10.22437/jbsmr.v9i2.56513
ISSN
2597-6265, 2597-369X
Terbit
2026-06-30
Penerbit
Management Department, Faculty of Economics and Business, Universitas Jambi
Bahasa
en
Lisensi
creativecommons.org/licenses/by/4.0

Abstrak

This study examines the effect of location, service quality, and product quality on customer loyalty at Gerobakmie, a local culinary business in Jambi City. Customer loyalty is a critical issue for local food businesses because intense competition requires firms to retain customers through more than product taste alone. A quantitative survey approach was employed, involving 240 Gerobakmie customers selected through purposive sampling. Data were collected using an online questionnaire and analyzed through validity and reliability tests, classical assumption tests, and multiple linear regression. The findings show that location, service quality, and product quality have positive and significant effects on customer loyalty, both partially and simultaneously. Service quality has the strongest influence, followed by product quality and location. The model explains 63.6% of the variation in customer loyalty, indicating that these three variables are important determinants of repeat purchase, customer recommendation, and emotional attachment. The results suggest that customer loyalty in local culinary businesses is shaped not only by taste, but also by accessibility, responsive service, and consistent product quality. Practically, Gerobakmie should improve service reliability, maintain taste consistency, strengthen product standardization, and enhance location-related convenience such as visibility and parking access. This study contributes to marketing management literature by providing empirical evidence on customer loyalty formation in a local culinary business context

Kata kunci

Jaringan kolaborasi para penulis

26 penulis · 68 tautan kepenulisan bersama

Arahkan kursor atau ketuk sebuah nama untuk menyorot rekan penulisnya. Klik dua kali untuk membuka halaman penulis.

  • Afiliasi tidak diketahui
  • Organisasi berbeda
  • Organisasi sama
  • Afiliasi tidak diketahui
  • Garis lebih tebal = lebih banyak artikel bersama · lingkaran lebih besar = lebih banyak artikel
Tampilkan sebagai tabel
Rekan penulisOrganisasiArtikel bersama
Mira Gustiana PangestuAfiliasi tidak diketahui5
Yosi FahdillahAfiliasi tidak diketahui3
Syahmardi YacobAfiliasi tidak diketahui2
YossinomitaAfiliasi tidak diketahui2
Raja Sharah FatriciaAfiliasi tidak diketahui2
Dwi HastutiAfiliasi tidak diketahui1
Fitri WidiastutiAfiliasi tidak diketahui1
Faradina ZevayaAfiliasi tidak diketahui1
Mustaqim SigaAfiliasi tidak diketahui1
Deki IrawanAfiliasi tidak diketahui1
JUNAIDI JUNAIDIAfiliasi tidak diketahui1
Rita KomaladewiAfiliasi tidak diketahui1
Asep MulyanaAfiliasi tidak diketahui1
Tona Aurora LubisAfiliasi tidak diketahui1
Anggia Agustini SaputriAfiliasi tidak diketahui1
Dede SulemanAfiliasi tidak diketahui1
Feyza Muhammad IkhsanAfiliasi tidak diketahui1
Yosi FadhillahAfiliasi tidak diketahui1
Yossinomita YossinomitaAfiliasi tidak diketahui1
Anjastanara PasaeAfiliasi tidak diketahui1
Eddy SuratnoAfiliasi tidak diketahui1
Pupung IsmayantiAfiliasi tidak diketahui1

Afiliasi berasal dari OpenAlex; metadata OAI-PMH jurnal tidak memuatnya. Penulis tanpa ID OpenAlex dicocokkan berdasarkan nama, sehingga dua orang bisa tergabung atau satu orang bisa terpisah.

Sumber metadata: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/jbsmr/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
<oai_dc:dc xmlns="http://www.openarchives.org/OAI/2.0/" xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:oai_dc="http://www.openarchives.org/OAI/2.0/oai_dc/" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/  http://www.openarchives.org/OAI/2.0/oai_dc.xsd">
	<dc:title xml:lang="en">WHEN TASTE IS NOT ENOUGH: DETERMINANTS OF CUSTOMER LOYALTY IN GEROBAKMIE, A LOCAL CULINARY BUSINESS IN JAMBI CITY</dc:title>
	<dc:creator xml:lang="en">Ramadhan, Raihan Fajri</dc:creator>
	<dc:creator xml:lang="en">Sabrina, Hanan Laras</dc:creator>
	<dc:creator xml:lang="en">Wilona, Zora Anjas</dc:creator>
	<dc:creator xml:lang="id">w</dc:creator>
	<dc:subject xml:lang="en">Consumer Loyalty</dc:subject>
	<dc:subject xml:lang="en">Location</dc:subject>
	<dc:subject xml:lang="en">Service Quality</dc:subject>
	<dc:subject xml:lang="en">Product Quality</dc:subject>
	<dc:description xml:lang="en">This study examines the effect of location, service quality, and product quality on customer loyalty at Gerobakmie, a local culinary business in Jambi City. Customer loyalty is a critical issue for local food businesses because intense competition requires firms to retain customers through more than product taste alone. A quantitative survey approach was employed, involving 240 Gerobakmie customers selected through purposive sampling. Data were collected using an online questionnaire and analyzed through validity and reliability tests, classical assumption tests, and multiple linear regression. The findings show that location, service quality, and product quality have positive and significant effects on customer loyalty, both partially and simultaneously. Service quality has the strongest influence, followed by product quality and location. The model explains 63.6% of the variation in customer loyalty, indicating that these three variables are important determinants of repeat purchase, customer recommendation, and emotional attachment. The results suggest that customer loyalty in local culinary businesses is shaped not only by taste, but also by accessibility, responsive service, and consistent product quality. Practically, Gerobakmie should improve service reliability, maintain taste consistency, strengthen product standardization, and enhance location-related convenience such as visibility and parking access. This study contributes to marketing management literature by providing empirical evidence on customer loyalty formation in a local culinary business context</dc:description>
	<dc:publisher xml:lang="en">Management Department, Faculty of Economics and Business, Universitas Jambi</dc:publisher>
	<dc:date>2026-06-30</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/jbsmr/article/view/56513</dc:identifier>
	<dc:identifier>10.22437/jbsmr.v9i2.56513</dc:identifier>
	<dc:source xml:lang="en">Journal of Business Studies and Management Review; Vol. 9 No. 2 (2026): JBSMR, Vol 9 No.2 June 2026; 309-315</dc:source>
	<dc:source>2597-6265</dc:source>
	<dc:source>2597-369X</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/jbsmr/article/view/56513/24705</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2026 Raihan Fajri Ramadhan, Hanan Laras Sabrina, Zora Anjas Wilona</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>