Analysis Of Customer Loyalty To Segarbox Vegetable In Padang City

Muthmainnah, Muthia (2026) Analysis Of Customer Loyalty To Segarbox Vegetable In Padang City. S1 thesis, Universitas Andalas.

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Abstract

Consumption of Segarbox’s fresh produce in Padang continues to rise. Some customers make repeat purchases, indicating that satisfaction and loyalty are beginning to take root. However, some customers are still switching to other options, as reflected in Segarbox’s sales fluctuations. This situation suggests that customer loyalty has not yet fully taken root. This is influenced by several factors, such as service quality, perceived value, and customer satisfaction. This study aims to identify the level of Segarbox's customer loyalty and to analyze the influence of service quality, perceived value, and customer satisfaction on loyalty, both directly and indirectly through customer satisfaction as a mediating variable. This study employed a quantitative approach involving 145 respondents selected through purposive sampling. Data were collected using a questionnaire and analyzed using the Brand Loyalty Pyramid framework to identify loyalty levels. PLS-SEM were used to examine the relationships between variables. The results showed that Segarbox's customer loyalty is at the liking the brand stage. It reflected a fairly strong preference and emotional attachment that has not yet reached the highest level, consistently with the preliminary findings that loyalty has not been fully established. Service quality and perceived value were found to have a positive and significant effect on loyalty, both direct and indirect through customer satisfaction as a mediator. Customer satisfaction was found to have a direct positive and significant effect on loyalty. These findings suggest that Segarbox needs to do a strategic effort in order to encourage customers to became committed buyer stage, by improving product availability and interactive communication with customers.

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