Exploring Key Determinants of Customer Satisfaction and Loyalty: Strategies for Business Sustainability in the Modern Era

Authors

  • Nany Budi Hardjayanti Universitas Nani Bili Nusantara Sorong
  • Amirah Andika Rifdayanti Raden Fatah State Islamic University Palembang image/svg+xml
  • Satrya Bayu irawan Universitas Nani Bili Nusantara Sorong

DOI:

https://doi.org/10.35870/ijmsit.v5i1.3781

Keywords:

Customer Satisfaction, Customer Loyalty, Product Quality, Customer Service, Innovation, Loyalty Programs

Abstract

This study aims to explore the factors that influence customer satisfaction and loyalty as key elements for business sustainability in the modern era. The research employs a quantitative approach with a causal-explanatory survey design involving 200 respondents who are active customers of a company. The independent variables analyzed include product quality, price, customer service, innovation, and loyalty programs, with customer satisfaction and loyalty serving as the dependent variables. Data was analyzed using multiple linear regression to assess the impact of each independent variable on the dependent variables, alongside validity, reliability, and classical assumption tests to ensure model validity. The results show that all independent variables have a positive and significant effect on customer satisfaction and loyalty. Product quality is the most dominant factor (β = 0.46, p = 0.000), followed by customer service (β = 0.33, p = 0.000), innovation (β = 0.21, p = 0.001), loyalty programs (β = 0.18, p = 0.002), and price (β = 0.14, p = 0.007). Additionally, customer satisfaction was found to have a significant relationship with customer loyalty (β = 0.68, p = 0.000). These findings suggest that increasing satisfaction directly contributes to customer loyalty, which has implications for business sustainability. The study recommends that companies focus on improving product quality, innovation, customer service, and loyalty programs to enhance customer satisfaction and loyalty. Competitive pricing strategies should also be optimized to attract a broader market segment. In conclusion, understanding and managing these factors can support business sustainability in an increasingly competitive environment.

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Author Biographies

  • Nany Budi Hardjayanti, Universitas Nani Bili Nusantara Sorong

    Faculty of Social Sciences and Teacher Training, Management Study Program, Universitas Nani bili Nusantara, Sorong Regency, West Papua Province, Indonesia.

  • Amirah Andika Rifdayanti , Raden Fatah State Islamic University Palembang

    Faculty of Islamic Economics and Business, Sharia Economics Study Program, Universitas Islam Negeri Raden Fatah Palembang, Palembang City, South Sumatra Province, Indonesia.

  • Satrya Bayu irawan, Universitas Nani Bili Nusantara Sorong

    Faculty of Social Sciences and Teacher Training, Management Study Program, Universitas Nani bili Nusantara, Sorong Regency, West Papua Province, Indonesia.

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Published

2025-02-11

Issue

Vol. 5 No. 1 (2025): January - June 2025

Section

Articles

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Copyright (c) 2025 Nany Budi Hardjayanti, Amirah Andika Rifdayanti , Satrya Bayu irawan

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How to Cite

Budi Hardjayanti, N., Andika Rifdayanti , A., & Bayu irawan, S. (2025). Exploring Key Determinants of Customer Satisfaction and Loyalty: Strategies for Business Sustainability in the Modern Era. International Journal of Management Science and Information Technology, 5(1), 107-115. https://doi.org/10.35870/ijmsit.v5i1.3781

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