The Impact of Consumer Satisfaction on Consumer Loyalty in the Honey Industry (A Study of Suhita Honey and Similar Products)

Humaidi, Edy; Unteawati, Bina; Kusmaria, Kusmaria

doi:10.37149/jia.v8i4.435

Open access Journal

The Impact of Consumer Satisfaction on Consumer Loyalty in the Honey Industry (A Study of Suhita Honey and Similar Products)

JIA (Jurnal Ilmiah Agribisnis) : Jurnal Agribisnis dan Ilmu Sosial Ekonomi Pertanian · Vol. 8 No. 4 (2023) · pp. 270–274

DOI: 10.37149/jia.v8i4.435
ISSN: 2527-273X
Published: 2023-09-04
Publisher: Department of Agribusiness, Halu Oleo University Jointly with Perhimpunan Ekonomi Pertanian Indonesia - Indonesian Society of Agricultural Economics (PERHEPI/ISAE)
Language: eng
License: creativecommons.org/licenses/by-sa/4.0

Abstract

Honey is a product that is much sought after by consumers as a health product. So far, honey producers have only focused on increasing consumer confidence that their product is genuine honey without worrying about consumer satisfaction, making it challenging to attract loyal consumers. This study aims to analyze the influence of consumer satisfaction on consumer loyalty to Suhita Honey. This study was conducted using interviews and direct observation. Sampling Method This survey was taken as an accidental sample from a total sample of 34 respondents. The techniques used are descriptive analysis and structural equation model (SEM) analysis. The results showed a significant influence between customer satisfaction and loyalty with the Suhita brand, with a P-value of 0.000 (<0.05) and an R-squared value of 0.897, representing 89% of the variables in this study were customer satisfaction. This can explain the variable of consumer loyalty. Other variables outside this research model explain the rest.

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Co-author	Organisation	Joint articles
Analianasari Analianasari	Affiliation unknown	1
Fatih Cholid	Affiliation unknown	1
Rini Desfaryani	Affiliation unknown	1
I Putu Ajie Windu Kertayoga	Affiliation unknown	1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://ejournal.agribisnis.uho.ac.id/index.php/JIA/oai, first harvested 4 Nov 2026, last seen 8 Nov 2026.

Original metadata (oai_dc)

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	<dc:title xml:lang="en-US">The  Impact of Consumer Satisfaction on Consumer Loyalty in the Honey Industry (A Study of Suhita Honey and Similar Products)</dc:title>
	<dc:creator>Humaidi, Edy</dc:creator>
	<dc:creator>Unteawati, Bina</dc:creator>
	<dc:creator>Kusmaria, Kusmaria</dc:creator>
	<dc:subject xml:lang="en-US">honey</dc:subject>
	<dc:subject xml:lang="en-US">loyalty</dc:subject>
	<dc:subject xml:lang="en-US">satisfaction</dc:subject>
	<dc:description xml:lang="en-US">Honey is a product that is much sought after by consumers as a health product. So far, honey producers have only focused on increasing consumer confidence that their product is genuine honey without worrying about consumer satisfaction, making it challenging to attract loyal consumers. This study aims to analyze the influence of consumer satisfaction on consumer loyalty to Suhita Honey. This study was conducted using interviews and direct observation. Sampling Method This survey was taken as an accidental sample from a total sample of 34 respondents. The techniques used are descriptive analysis and structural equation model (SEM) analysis. The results showed a significant influence between customer satisfaction and loyalty with the Suhita brand, with a P-value of 0.000 (&amp;lt;0.05) and an R-squared value of 0.897, representing 89% of the variables in this study were customer satisfaction. This can explain the variable of consumer loyalty. Other variables outside this research model explain the rest.</dc:description>
	<dc:publisher xml:lang="en-US">Department of Agribusiness, Halu Oleo University  Jointly with  Perhimpunan Ekonomi Pertanian Indonesia - Indonesian Society of Agricultural Economics (PERHEPI/ISAE)</dc:publisher>
	<dc:date>2023-09-04</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
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	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
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	<dc:identifier>https://ejournal.agribisnis.uho.ac.id/index.php/JIA/article/view/435</dc:identifier>
	<dc:identifier>10.37149/jia.v8i4.435</dc:identifier>
	<dc:source xml:lang="en-US">JIA (Jurnal Ilmiah Agribisnis) : Jurnal Agribisnis dan Ilmu Sosial Ekonomi Pertanian; Vol. 8 No. 4 (2023); 270 - 274</dc:source>
	<dc:source>2527-273X</dc:source>
	<dc:source>10.37149/jia.v8i4</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://ejournal.agribisnis.uho.ac.id/index.php/JIA/article/view/435/94</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2023 Edy Humaidi, Bina Unteawati, Kusmaria</dc:rights>
	<dc:rights xml:lang="en-US">https://creativecommons.org/licenses/by-sa/4.0</dc:rights>
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