Kajian Literatur: Peran Kualitas Produk dan Harga dalam Membentuk Loyalitas Pelanggan Daging Sapi Segar

Abstract

This literature review aims to examine the role of product quality and price in shaping customer loyalty toward fresh beef products. The study employed a qualitative descriptive approach using a literature review method by analyzing articles published in national and international journals from 2020 to 2025. The findings indicate that product quality and price are two key factors influencing customer satisfaction and loyalty. In the context of fresh beef, quality is reflected through intrinsic attributes such as color, texture, aroma, freshness, fat content, food safety, and compliance with the ASUH principles (Safe, Healthy, Whole, and Halal). Consistency in maintaining these quality attributes contributes to higher consumer trust, repurchase intention, and long-term loyalty. Meanwhile, price serves not only as an economic consideration but also as an extrinsic cue that signals product quality. Prices perceived as fair, reasonable, and stable enhance perceived value and strengthen consumer trust, whereas high price sensitivity may reduce customer loyalty. The synthesis of the reviewed literature suggests that customer loyalty is not solely influenced by product quality or price as separate variables, but rather by the alignment between the quality received and the price paid, commonly referred to as value for money. Therefore, achieving a balance between quality improvement strategies and appropriate pricing policies is essential for strengthening and sustaining customer loyalty in the fresh beef market.