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Enhancing Consumer Loyalty through Product Quality and Word of Mouth in MSME's

Management Analysis Journal · Vol. 14 No. 3 (2025) · pp. 329–336

DOI
10.15294/maj.v14i3.32365
ISSN
2502-1451, 2252-6552
Published
2025-09-30
Publisher
Universitas Negeri Semarang
Language
eng

Abstract

MSMEs contribute to labor absorption and drive local economic growth. This study aims to analyze the role of product quality and word of mouth on consumer loyalty through consumer satisfaction as an intervening variable among MSME product users in Semarang City. This research is motivated by the important role of MSMEs in employment and their contribution to driving local economic growth. Therefore, understanding the factors influencing consumer loyalty is crucial for maintaining the sustainability of MSME businesses. The approach used in this study is quantitative with an explanatory research method. Data analysis was conducted using SEM (Structural Equation Modeling) based on PLS (Partial Least Squares) to examine the relationships between the variables studied. The study population was MSME product users in Semarang City. The sampling technique used was purposive sampling with 200 respondents. Data collection was conducted through questionnaires. The results show that product quality has a positive and significant effect on consumer loyalty. Word of mouth has a positive and significant effect on consumer loyalty. Consumer satisfaction has a positive and significant effect on consumer loyalty. Product quality has a positive and significant effect on consumer satisfaction. Word of mouth has a positive and significant effect on consumer satisfaction. Furthermore, customer satisfaction has been shown to mediate the influence of product quality and word of mouth on customer loyalty. The implications of this research indicate that improving product quality and optimizing word of mouth, both directly and through increased customer satisfaction, can be an effective strategy for MSMEs to build and maintain customer loyalty in Semarang City. These findings are expected to provide a basis for MSMEs and policymakers to design programs to improve product quality and strengthen word-of-mouth promotion in a more targeted manner.

Keywords

Collaboration network of the authors

39 authors · 56 co-authorship links

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Co-authorOrganisationJoint articles
Sri RuntiningsihAffiliation unknown2
Ahmad Syahrul FauziAffiliation unknown1
Silvia MargaretAffiliation unknown1
Putri Patria KusumaAffiliation unknown1
Muhammad Andi Auliya HakimAffiliation unknown1
M. Andi Auliya HakimAffiliation unknown1
Agus WahyudinAffiliation unknown1
Maylia Pramono SariAffiliation unknown1
Trisni SuryariniAffiliation unknown1
Maylia Pramono SariAffiliation unknown1
Muhammad Fathur RozaqAffiliation unknown1
Atik Ul MussanadahAffiliation unknown1
Rumaisah Azizah Al AdawiyahAffiliation unknown1
Rani Hapsari NindyakiranaAffiliation unknown1
Alfiyah NurainiAffiliation unknown1
Muhammad NahdluddinAffiliation unknown1
Kukuh FamiliarAffiliation unknown1
Budhi Ade SulistyoAffiliation unknown1
Muhammad Hisyam NaufalAffiliation unknown1
Dyah Retno AsmoroAffiliation unknown1
Cici Safita SariAffiliation unknown1
Umi AzizahAffiliation unknown1
Brendan EcstasiaAffiliation unknown1
Fatin FuroidaAffiliation unknown1
Rani RanitasariAffiliation unknown1
Lely SilviaAffiliation unknown1
Chandra BuanaAffiliation unknown1
Isma PuspitasariAffiliation unknown1
Muhammad Arif KurniawanAffiliation unknown1
Aslama Odilak Ma'arifAffiliation unknown1
Fitria AyuningsihAffiliation unknown1
Septina TambaAffiliation unknown1
Rossa KhasanahAffiliation unknown1
Valiza Lulu IqlimaAffiliation unknown1
Spica SihombingAffiliation unknown1

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://journal.unnes.ac.id/journals/maj/oai, first harvested 6 Nov 2026, last seen 8 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en">Enhancing Consumer Loyalty through Product Quality and Word of Mouth in MSME's</dc:title>
	<dc:creator xml:lang="en">Istanti, Fredianaika</dc:creator>
	<dc:creator xml:lang="en">Maftukhah, Ida</dc:creator>
	<dc:creator xml:lang="en">Azizah, Zainab</dc:creator>
	<dc:creator xml:lang="en">Kusuma, Nadia Ingrida</dc:creator>
	<dc:subject xml:lang="en">SME’s</dc:subject>
	<dc:subject xml:lang="en">Loyalty</dc:subject>
	<dc:subject xml:lang="en">Satisfaction</dc:subject>
	<dc:subject xml:lang="en">Word of Mouth</dc:subject>
	<dc:subject xml:lang="en">Product Quality</dc:subject>
	<dc:description xml:lang="en">MSMEs contribute to labor absorption and drive local economic growth. This study aims to analyze the role of product quality and word of mouth on consumer loyalty through consumer satisfaction as an intervening variable among MSME product users in Semarang City. This research is motivated by the important role of MSMEs in employment and their contribution to driving local economic growth. Therefore, understanding the factors influencing consumer loyalty is crucial for maintaining the sustainability of MSME businesses. The approach used in this study is quantitative with an explanatory research method. Data analysis was conducted using SEM (Structural Equation Modeling) based on PLS (Partial Least Squares) to examine the relationships between the variables studied. The study population was MSME product users in Semarang City. The sampling technique used was purposive sampling with 200 respondents. Data collection was conducted through questionnaires. The results show that product quality has a positive and significant effect on consumer loyalty. Word of mouth has a positive and significant effect on consumer loyalty. Consumer satisfaction has a positive and significant effect on consumer loyalty. Product quality has a positive and significant effect on consumer satisfaction. Word of mouth has a positive and significant effect on consumer satisfaction. Furthermore, customer satisfaction has been shown to mediate the influence of product quality and word of mouth on customer loyalty. The implications of this research indicate that improving product quality and optimizing word of mouth, both directly and through increased customer satisfaction, can be an effective strategy for MSMEs to build and maintain customer loyalty in Semarang City. These findings are expected to provide a basis for MSMEs and policymakers to design programs to improve product quality and strengthen word-of-mouth promotion in a more targeted manner.</dc:description>
	<dc:publisher xml:lang="en">Universitas Negeri Semarang</dc:publisher>
	<dc:date>2025-09-30</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unnes.ac.id/journals/maj/article/view/32365</dc:identifier>
	<dc:identifier>10.15294/maj.v14i3.32365</dc:identifier>
	<dc:source xml:lang="en">Management Analysis Journal; Vol. 14 No. 3 (2025): Special Edition; 329-336</dc:source>
	<dc:source>2502-1451</dc:source>
	<dc:source>2252-6552</dc:source>
	<dc:source>10.15294/maj.v14i3</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.unnes.ac.id/journals/maj/article/view/32365/6269</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2025 Management Analysis Journal</dc:rights>
</oai_dc:dc>