The findings are particularly relevant for small and medium-sized culinary businesses operating in increasingly competitive markets. For businesses such as Annisa Donat, attracting customers once is only part of the challenge. Maintaining loyalty requires customers to have enough positive reasons to return instead of choosing competing sellers.
Competition Makes Customer Loyalty More Important
The study places Annisa Donat within a competitive donut market in West Pontianak. Data cited by Putri and Sukardi recorded 31 donut businesses operating in the area in 2026, ranging from home-based sellers to bakeries and larger donut producers.
Annisa Donat sells several types of food, including donuts, bread, bomboloni, and pizza. Its prices range from IDR 1,000 to IDR 15,000, depending on the product type, size, ingredients, and variant.
The researchers also identified significant changes in the shop's sales performance. Annisa Donat recorded sales of IDR 339.738 million in 2023. Sales then declined 18.08% to IDR 278.338 million in 2024 before recovering to IDR 364.965 million in 2025.
The decline coincided with the business moving from Jalan Tabrani Ahmad to Jalan Karet. According to the business data used in the study, some customers who had previously become accustomed to the former location stopped purchasing as frequently after the move.
This situation highlights why location can matter beyond simply determining a business address. Accessibility, visibility, parking availability, and the overall convenience of reaching a store can influence whether customers are willing to return.
How the Researchers Studied Consumer Loyalty
Putri and Sukardi used a quantitative approach to examine the relationship between three business factors—product, location, and price—and consumer loyalty.
The researchers collected primary data through questionnaires distributed to Annisa Donat customers. They selected 100 respondents using purposive sampling. Participants had to live in Pontianak City and have purchased Annisa Donat products at least twice.
The researchers then used multiple linear regression to determine whether product, location, and price affected consumer loyalty individually and collectively.
The questionnaire successfully met the study's validity and reliability requirements. Statistical testing also indicated that the three independent variables could be analyzed together without problematic overlap in the regression model.
Location Has the Strongest Relative Influence
The results showed that all three factors had a positive and statistically significant relationship with consumer loyalty.
Product had a positive coefficient of 0.180, with a significance value of 0.012. This means consumers were more likely to remain loyal when they perceived the products as meeting their expectations.
For a culinary business, product experience can involve taste, appearance, quality, variety, and consistency. When these characteristics remain satisfactory, customers have stronger reasons to make repeat purchases.
Location produced a coefficient of 0.270 and a significance value of 0.004. Its standardized beta value was 0.282, making location the strongest relative influence among the three factors examined.
The finding suggests that convenience plays an important role in repeated purchasing. A store that is easy to reach and visible to customers can make returning less difficult. Parking and other aspects of the physical location can also affect the overall shopping experience.
Price also had a positive and significant effect. Its coefficient was 0.269, with a significance value of 0.005.
The researchers emphasize that consumers do not necessarily evaluate price simply by asking whether a product is cheap. Instead, they may compare the price with the quality and benefits they receive. A price perceived as reasonable, affordable, and competitive can therefore support continued customer loyalty.
When the three factors were considered simultaneously, they produced a statistically significant effect on consumer loyalty. The regression model recorded an F-value of 15.402 with a significance value of 0.000.
However, product, location, and price explained 32.5% of the variation in consumer loyalty. The remaining 67.5% was associated with other factors that were not included in the research model.
What the Findings Mean for Culinary Businesses
The results offer a practical lesson for Annisa Donat and similar culinary businesses: customer loyalty is built through a combination of experiences rather than a single marketing factor.
Maintaining product quality remains essential, but businesses also need to consider how easily customers can access their stores and whether the prices remain appropriate for the value offered.
For Annisa Donat specifically, Putri and Sukardi recommend maintaining product quality, taste, appearance, and variety while paying closer attention to accessibility, visibility, and parking at the current location. Prices should remain affordable and competitive while continuing to reflect the quality and benefits of the products.
The finding about location is especially notable because Annisa Donat experienced a customer decline following its relocation. This provides a practical illustration of how a change in physical accessibility can become part of the customer experience.
The research also shows that businesses should not assume loyalty is determined entirely by product quality or price. Other factors may also matter, including service quality, customer satisfaction, promotion, brand image, trust, store atmosphere, consumer experience, and transaction convenience.
Putri and Sukardi's analysis therefore provides a useful framework for culinary entrepreneurs seeking to retain customers in competitive local markets. Their central finding is straightforward: customers are more likely to remain loyal when the product satisfies them, the location is convenient, and the price feels appropriate for what they receive.
Authors' Perspective
Putri and Sukardi of Universitas Muhammadiyah Pontianak explain that consumer loyalty at Annisa Donat is shaped by the overall experience customers receive from the product, location, and price. Their analysis indicates that these three elements should be managed together because customers do not necessarily decide to return based on only one aspect of a business.
This interpretation is consistent with the study's findings, particularly the relatively strong role of location. For Annisa Donat and other food businesses, making a product customers like is important, but ensuring that customers can conveniently access the business and perceive the price as fair can further strengthen the relationship.
Author Profiles
Imelani Putri
Faculty of Economics and Business, Universitas Muhammadiyah Pontianak. Her research in this article focuses on marketing, consumer behavior, and consumer loyalty.
Sukardi
Faculty of Economics and Business, Universitas Muhammadiyah Pontianak. His research contribution in this article concerns marketing, consumer behavior, and business management.
The journal article does not state the authors' academic degrees in the available source, so no degrees are added here to avoid introducing unsupported information.
Research Source
Article Title: The Effect of Product, Location, And Price on Consumer Loyalty at Annisa Donat Shop in Pontianak City
Authors: Imelani Putri and Sukardi
Journal: International Journal of Economic, Finance and Business Statistics (IJEFBS)
Volume: 4, No. 4
Publication Year: 2026
Pages: 515–530
DOI: https://doi.org/10.59890/ijefbs.v4i4.25
Official Journal: http://journalijefbs.my.id/index.php/ijefbs
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