Abstract:

This research aims to develop a food customer loyalty model in medium-quality rice. This research is conducted recalling the fluctuating sale volume of medium-quality rice in Surakarta. The sample consisted of 120 respondents, taken using simple random sampling technique. Data of research was collected from the result of respondents and analyzed using linear regression. The result of hypothesis testing showed that brand image variable affected customer loyalty positively and significantly, product quality variable affected customer loyalty positively and significantly, and customer satisfaction affected customer loyalty positively and significantly.