The Effect of Consumer Loyalty on Purchasing Decisions for Khong Guan Biscuit Products
##plugins.themes.EpsilonTheme.article.main##
Saskia Prameswari*
Morissan
Since its introduction in Indonesia in 1971, Khong Guan has maintained a dominant position in the Indonesian Fast Moving Consumer Goods (FMCG) industry, particularly in the assorted biscuit category, and holds a strong tradition of being served during Eid. This study aims to analyze the influence of consumer loyalty on purchasing decisions for Khong Guan Biscuits Red Segi products. The research background is based on the dominant position of the Khong Guan brand in the Indonesian Fast Moving Consumer Goods (FMCG) industry, especially in the assorted biscuit category and its tradition of being served during Eid, indicating strong and sustained consumer loyalty. This research operationalizes an explanatory quantitative design based on survey evidence from 226 consumers recruited from six Khong Guan Mart outlets and estimates the proposed model using multiple linear regression in SPSS. The analysis confirms that perceived quality, trust, satisfaction, brand image, price appraisal, and word-of-mouth communication serve as significant positive antecedents of purchasing decisions. In contrast, emotional connection emerges as a statistically significant negative determinant, highlighting the potential for maladaptive emotional engagement to attenuate consumers’ purchase propensity. Collectively, the seven predictors exhibit strong explanatory capacity, accounting for 89.3% of the observed variance in purchasing decisions. The research implications emphasize the importance of an integrated Integrated Marketing Communication (IMC) strategy to manage various dimensions of loyalty in order to encourage purchasing decisions and maintain long-term relationships with consumers in a competitive market.
Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. Free Press.
Anastasia, R., Ruruk, N., Jaya, A., Halik, J. B., & Londong, J. P. (2023). Pengaruh Relationship Marketing dan Loyalitas Pelanggan terhadap Keputusan Pembelian Konsumen Mixue Makassar. Yos Soedarso Economic Journal (YEJ), 5(2), 56–70. https://ejurnal.yossoedarso.ac.id/index.php/ysej-server/article/view/yej5205
Andika, S., & Purnamasari, P. (2024). Pengaruh Variasi Produk, Promosi, dan Harga terhadap Loyalitas Pelanggan (Studi Kasus pada Pelanggan Kentucky Fried Chicken di Kab. Bekasi). Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(2), 1539–1552. https://doi.org/10.31955/mea.v8i2.4189
Aprelyani, S. (2025). Faktor-Faktor yang Mempengaruhi Loyalitas Pelanggan: Kualitas Layanan dan Kepuasan Pelanggan (Tinjauan Pustaka Manajemen Pemasaran). Jurnal Humaniora, Ekonomi Syariah Dan Muamalah, 3(1), 9–15. https://doi.org/10.38035/jhesm.v3i1.319
Baktiyasa, R., & Farida, L. (2017). Pengaruh Pengawasan Kerja dan Disiplin Kerja terhadap Produktivitas Karyawan (Kasus Bagian Pengolahan PT Mitra Aung Swadaya (MAS), Kecamatan Kelayang, Kabupaten Indragiri Hulu). JOM FISIP, 4(2), 1–15. https://jom.unri.ac.id/index.php/JOMFSIP/article/view/15240
Boonlertvanich. (2019). Service quality, satisfaction, trust, and loyalty: the moderating role of main-bank and wealth status. International Journal of Bank Marketing, 37(1), 278–302. https://doi.org/10.1108/IJBM-02-2018-0021
Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255
Hair, J. F., Hult, G. T., Ringle, C., & Sarstedt, M. (2014). A primer on partial least squares structural equation modeling (PLS-SEM). Los Angeles: Sage.
Haron, R., Subar, N. A., & Ibrahim, K. (2020). Service quality of Islamic banks: satisfaction, loyalty and the mediating role of trust. Islamic Economic Studies, 28(1), 3–23. https://doi.org/10.1108/ies-12-2019-0041
Hasibuan, F., & Dirbawanto, N. D. (2024). Pengaruh Perceived Quality dan Price Discount terhadap Loyalitas Pelanggan pada Aplikasi GrabFood. Transekonomika: Akuntansi, Bisnis Dan Keuangan, 4(1), 47–56. https://doi.org/10.55047/transekonomika.v4i1.610
Ismagilova, E., Slade, E. L., Rana, N. P., & Dwivedi, Y. K. (2020). The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis. Information Systems Frontiers, 22(5), 1203–1226. https://doi.org/10.1007/s10796-019-09924-y
Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson.
Konuk, F. A. (2018). The role of store image, perceived quality, trust and perceived value in predicting consumers’ purchase intentions towards organic private label food. Journal of Retailing and Consumer Services, 43, 304–310. https://doi.org/10.1016/j.jretconser.2018.04.011
Kotler, P., & Armstrong, G. (2016). Principles of Marketing sixteenth edition. Pearson Education Limited.
Kotler, P., & Keller, K. L. (2006). Marketing Management. Twelve Edition. New Jersey: Pearson Education Inc.
Koyongian, Y., Walean, R. H., & Dungus, J. (2025). Pengaruh Media Sosial, Kepercayaan, Keterlibatan Konsumen, dan Loyalitas Terhadap Keputusan Pembelian Produk Fashion Skintific. Journal of Syntax Literate, 10(8), 6840–6852. https://doi.org/10.36418/syntax-literate.v10i8.61541
Mensah, J., Oppong, P. K., & Addae, M. (2022). Effect of Packaging on Perceived Quality and Brand Loyalty: The Mediating Role of Brand Association in Over-the-Counter Market. Open Journal of Business and Management, 10(1), 297–313. https://doi.org/10.4236/ojbm.2022.101018
Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20–38. https://doi.org/10.1177/002224299405800302
Oliver, R. L. (1999). Whence Consumer Loyalty. Journal of Marketing, 63, 33–34. https://doi.org/10.2307/1252099
Panjaitan, N. A. H., Suryani, W., & Wijawa, M. (2025). Pengaruh Word Of Mouth Dan Harga Terhadap Loyalitas Pelanggan Pada Konsumen Xiboba Jl Karya Wisata Medan Johor. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(3), 4606–4615. https://doi.org/10.31004/riggs.v4i3.2671
Rambing, A. G. N., Asaloei, S., & Mukuan, D. (2025). Pengaruh Citra Merek Dan Loyalitas Pelanggan Terhadap Keputusan Pembelian di J.Co Donuts & Coffee Mega Mall Manado. Jurnal Administrasi Bisnis (JAB), 15(2), 147–156. https://ejournal.unsrat.ac.id/v3/index.php/jab/article/view/61570
Rinata, Y. A. C., Mawasti, A., & Koesworo, Y. (2024). Pengaruh Kualitas Layanan, Citra Merek, Kepercayaan Pelanggan, dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan pada Usaha Mie Gacoan di Surabaya. Jurnal Ilmiah Mahasiswa Manajemen : JUMMA, 13(1), 13–24. https://doi.org/10.33508/jumma.v13i1.5733
Simanjuntak, D. C. Y., & Purba, P. Y. (2020). Peran Mediasi Customer Satisfaction dalam Customer Experience dan Loyalitas Pelanggan. Jurnal Bisnis Dan Manajemen, 7(2), 171–184. https://doi.org/10.26905/jbm.v7i2.4795
Thessa, S. (2023). Analisis Pengaruh Loyalitas Konsumen Dan Komunikasi Pemasaran Terhadap Keputusan Pembeli Produk Pada PT. Raja Indonesia Medan. Jurnal Ilmiah Smart, 7(1), 10–18. https://doi.org/10.62262/jmab.v7i1.294
Tjiptono, F. (2005). Pemasaran Jasa, edisi pertama. Malang: Bayu Media Publishing.
Veronika, V., & Nainggolan, N. P. (2022). Pengaruh Promosi, Atribut Produk, dan Loyalitas Konsumen terhadap Keputusan Pembelian di Tokopedia. Eqien - Jurnal Ekonomi Dan Bisnis, 11(4), 371–377. https://doi.org/10.34308/eqien.v11i04.1272
