ANALISIS LOYALITAS KONSUMEN GEN Z MELALUI KEPUASAN MENGGUNAKAN TEORI S-O-R (STUDI PADA PRODUK NADIRAA DI YOGYAKARTA)

Ifa Azzahra Farhatannisa, NIM.: 24208011007 (2026) ANALISIS LOYALITAS KONSUMEN GEN Z MELALUI KEPUASAN MENGGUNAKAN TEORI S-O-R (STUDI PADA PRODUK NADIRAA DI YOGYAKARTA). Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study aims to analyze the influence of product quality, price, brand image, consumer trust, and promotion on consumer loyalty and satisfaction as mediating variables for Nadiraa products in Yogyakarta. This study used a quantitative approach with a survey method. Data were obtained by distributing questionnaires to 400 Generation Z respondents who had used Nadiraa products. The data analysis technique used was Structural Equation Modeling–Partial Least Squares (SEM-PLS) with the assistance of SmartPLS 3.0 software. The descriptive analysis results indicate that respondents generally gave neutral to agreement ratings for all study variables. Hypothesis testing results indicate that product quality, price, and promotion have a positive effect on consumer loyalty, while brand image and consumer trust have no positive effect on consumer loyalty. Furthermore, product quality, brand image, promotion, and consumer trust have a positive and significant effect on consumer loyalty through consumer satisfaction, while price does not have a positive and significant effect on consumer loyalty through consumer satisfaction. These research findings support the Stimulus–Organism–Response (SOR) framework, where stimulus influence consumers' internal states before generating a response in the form of loyalty. This research is expected to provide theoretical contributions in the development of consumer behavior studies based on the SOR model and provide practical implications for business actors in designing effective marketing strategies to increase consumer satisfaction and loyalty, especially in the Generation Z segment.

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