THE INFLUENCE OF PRODUCT QUALITY AND CONSUMER SATISFACTION ON CONSUMER LOYALTY (STUDY ON USERS OF RABBANI SHELF PRODUCTS IN UNGARAN, SEMARANG DISTRICT)

Abstract

The majority religion in Indonesia is Islam, thus the growth of Muslim fashion is a fantastic opportunity for conducting business, as seen by the fast development of trends in Muslim women's fashion in particular. Rabbani Asysa, a Muslim fashion company, has been around for a while, but other fashion companies like Zoya, Ellzatta and other product names have also emerged throughout time. Naturally, having rival companies in the market presents a barrier to Rabbani's goal of being the greatest in Indonesia's Muslim fashion industry. By fostering a stronger sense of brand loyalty among its customers, Rabbani can sustain its market share of the products it sells. Finding out how product quality and customer happiness affect Rabbani headscarf product users' loyalty to the brand is the goal of this study. 100 respondents who had bought products from Rabbani headscarves in Semarang Regency were identified as the respondents. According to the research's findings, consumer loyalty for Rabbani headscarf goods is significantly influenced by both product quality and customer Satisfaction. In light of the research findings, the author recommends increasing the innovation of  products, particularly headscarves. Some ideas for improving the quality of Rabbani products include popularizing new instant hijab styles and rewarding Rabbani Members to foster a greater satisfaction and product loyalty.

Keywords: Product Quality, Customer Satisfaction, Customer Loyalty.