The Influence of Complaint Handling Strategy, Marketing Communication Effectiveness, and Trust on Consumer Loyalty in Taman Jaya Wijaya MSMEs
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This study aims to analyze the influence of complaint handling strategy, marketing communication effectiveness, and trust on consumer loyalty at Taman Jaya Wijaya MSMEs. Intensifying business competition requires micro, small, and medium enterprises (MSMEs) to maintain consumer loyalty through effective complaint handling, efficient marketing communication, and the development of consumer trust. This study employed a quantitative approach using a survey method. The population consisted of all consumers of Taman Jaya Wijaya MSMEs, while the sample was selected using purposive sampling based on predetermined criteria. Data were collected through a structured questionnaire utilizing a five-point Likert scale. The data were analyzed using instrument validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination (R²). The findings indicate that complaint handling strategy, marketing communication effectiveness, and trust each have a positive and significant effect on consumer loyalty, both individually and simultaneously, at Taman Jaya Wijaya MSMEs. Among these variables, trust exerts the strongest influence on consumer loyalty. These findings provide practical implications for MSME managers in enhancing service quality, strengthening marketing communication, and fostering consumer trust to achieve sustainable consumer loyalty.
Keywords: complaint handling strategy; marketing communication effectiveness; consumer trust; consumer loyalty; micro, small, and medium enterprises (MSMEs)
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