Nova Rosa Indrawati (1), Maharani Ikaningtyas (2)
General Background: Consumer loyalty is essential for sustaining competitiveness in traditional craft industries amid increasing market competition. Specific Background: Producers of traditional Muslim caps face challenges in retaining loyal customers through brand image, product quality, and word-of-mouth communication. Knowledge Gap: Previous studies have predominantly examined these determinants in modern industries, while evidence from traditional craft businesses remains limited. Aims: This study investigates the relationships of brand image, product quality, and word-of-mouth communication with consumer loyalty toward Surya Mas National Songkok products in Peterongan District, Jombang Regency. Methods: A quantitative approach was employed using purposive sampling of 91 consumers. Data were analyzed through multiple linear regression, coefficient of determination, t-tests, and F-tests using IBM SPSS Statistics 27. Results: Brand image, product quality, and word-of-mouth communication were positively and significantly associated with consumer loyalty, both individually and simultaneously. The regression model explained 90.8% of the variation in consumer loyalty (R² = 0.908). Novelty: This study extends consumer loyalty research by examining these three determinants simultaneously within the traditional Muslim cap industry. Implications: The findings provide practical guidance for traditional craft enterprises in strengthening consumer loyalty through integrated marketing strategies emphasizing brand image, product quality, and positive customer communication.
Highlights:
Keywords: Brand Image, Product Quality, Word-of-Mouth Communication, Consumer Loyalty
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