Factors Affecting Customer Loyalty at Shopping Malls: A Case Study of Visitors to Plaza Laksamana Bengkalis

Abstract

This study aims to analyze the factors influencing customer loyalty at Plaza Laksamana Bengkalis. In the era of globalization and digitalization, customer loyalty has become a strategic asset essential for retail business continuity and growth. Using a quantitative approach, data were collected through surveys from 100 visitors who met specific criteria. The variables studied include service quality, customer satisfaction, price perception, brand image, and socio-emotional factors. Multiple regression analysis revealed that service quality, customer satisfaction, price perception, and brand image significantly and positively affect customer loyalty, with service quality and customer satisfaction as dominant factors. Socio-emotional factors influence loyalty indirectly through customer satisfaction. These findings support the Service Quality–Satisfaction–Loyalty Chain theory and provide practical implications for Plaza Laksamana management to improve service standards, maintain competitive pricing, and strengthen brand image to sustain customer loyalty. This study contributes theoretically to consumer behavior literature in regional retail markets and offers strategies to enhance business competitiveness.