Minimum Adapter Perspective in Indonesia: The Roles of Perceived Product Quality and Health Consciousness in Forming Customer Brand Loyalty through Customer Satisfaction and Trust

ABSTRACT

The Covid-19 pandemic entered Indonesia in early 2020 and has affected all aspects of human life especially consumption patterns. Since the Covid-19 pandemic, consumers and businesses have switched their transaction patterns from offline to online. Apart from that, this study will also discuss health consciousness because people also know the health effects of consuming too much or too often instant noodles. [...]with the many health issues arising from excessive consumption of instant noodles, this research will become more interesting when analyzed regarding the effect of health awareness on brand loyalty to instant noodles through consumer satisfaction. 2.LITERATURE REVIEW AND HYPOTHESES 2.1 Customer Brand Loyalty Brand loyalty measures how strongly consumers are "bound" to a particular brand (Tjiptnono, 2011 110). According to So et al. (in Rahmawati and Sanaji, 2015 252), brand loyalty is formed because of the main role of consumer experience when consuming services from the company. 2.2 Customer Satisfaction According to Zeithaml, Bitner, and Dwayne (2009, p.104), consumer satisfaction is a consumer's assessment of a product or service in terms of assessing whether the product or service has met the needs and expectations of consumers. Consumers tend to interpret prices through subjective perceptions and transfer them as "expensive" or "cheap" concepts in their memory.