Customer Loyalty in Wood Furniture SMEs: The Role of Word of Mouth, Brand Image, and Consumer Trust

Citra Dewi Arventha Putri; Siti Chamidah; La Ode Sugianto

doi:10.55681/economina.v5i8.3332

Authors

Citra Dewi Arventha Putri Univesitas Muhammadiyah Ponorogo, Indonesia
Siti Chamidah Univesitas Muhammadiyah Ponorogo, Indonesia
La Ode Sugianto Univesitas Muhammadiyah Ponorogo, Indonesia

DOI:

https://doi.org/10.55681/economina.v5i8.3332

Keywords:

Word of Mouth; Brand Image; Consumer Trust; Customer Loyalty

Abstract

Increasing competition among Micro, Small, and Medium Enterprises (MSMEs) requires business owners to strengthen customer loyalty as a sustainable competitive advantage. Customer loyalty is influenced not only by product quality but also by positive customer communication, brand image, and consumer trust. This study aims to examine the influence of word of mouth, brand image, and consumer trust on customer loyalty at UD. Citra Bagus Wooden Furniture MSME. A quantitative approach was employed using a survey of 120 customers selected through purposive sampling. Data were analyzed using multiple linear regression with SPSS version 25. The findings indicate that word of mouth, brand image, and consumer trust have positive and significant effects on customer loyalty, both partially and simultaneously. These findings suggest that strengthening positive customer communication, improving brand image, and building consumer trust contribute significantly to sustainable customer loyalty. The results provide practical implications for MSME managers in developing long-term customer relationship strategies to enhance business competitiveness.

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