PENGARUH INOVASI PRODUK, KUALITAS PRODUK, DAN PROMOSI TERHADAP LOYALITAS KONSUMEN PADA PRODUK BYLINDY SNACK, COOKIES AND BAKERY KOTA MALANG

The problem faced by Bylindy Snack, Cookies and Bakery in Malang City is the suboptimal level of consumer loyalty, despite the products having a distinctive taste and attractive packaging. The phenomenon observed shows that some consumers have not made repeat purchases consistently, allegedly due to less-than-optimal product innovation, inconsistent product quality, and limited promotional reach. The purpose of this study is to determine the influence of product innovation, product quality, and promotion on consumer loyalty toward Bylindy Snack, Cookies and Bakery. This research is an explanatory study using a quantitative approach. The sample consists of 84 respondents who have purchased Bylindy products at least twice in the past year. Primary data was collected through the distribution of questionnaires. Data analysis was conducted using multiple linear regression with the help of IBM SPSS Statistics version 25. The results show that product innovation, product quality, and promotion have a positive and significant effect on consumer loyalty, both partially and simultaneously. Among the three variables, promotion is the most dominant factor influencing consumer loyalty toward Bylindy's products.