THE THE INFLUENCE OF CONSUMER SATISFACTION ON LOYALTY TOWARDS LE MINERALE PRODUCTS

Abstract

This study aims to analyze the effect of satisfaction on consumer loyalty toward Le Minerale, one of the fastest-growing BDW brands in Indonesia. The research employs a quantitative method using a Structural Equation Modeling approach based on Partial Least Squares (SEM-PLS). The sample consisted of 75 respondents who are active consumers of Le Minerale. The results indicate that all satisfaction and loyalty indicators are valid and reliable. The results demonstrate that consumer satisfaction has a positive and significant effect on consumer loyalty. All measurement indicators were found to be valid and reliable, indicating that satisfaction plays a crucial role in shaping loyal consumer behavior. The findings confirm that satisfied consumers are more likely to engage in repeat purchases, recommend the product to others, and maintain commitment to the brand. This study suggests that companies should prioritize strategies that enhance consumer satisfaction to strengthen long-term loyalty, while future research is encouraged to explore additional variables that may further influence loyalty formation.