The glue of trader loyalty: The role of product quality and price fairness through satisfaction in the context of Putu Ayu brand rice in East Java Province

The increasingly fierce competition in the rice industry has an impact on the number of choices offered to customers. The aim of this research is to analyze the influence of product quality and price fairness on the loyalty of Putu Ayu rice traders through satisfaction. This research is causality research with the research object in East Java Province. The research sample was a Putu Ayu rice trader with a minimum business experience of 1 year. Research data was obtained through questionnaires distributed directly. Research data was tested via AMOS. The research results show that product quality and satisfaction influence trader loyalty. However, price fairness has no effect on loyalty. Meanwhile, product quality and price fairness influence satisfaction. Meanwhile, satisfaction is able to significantly mediate the influence of product quality and price fairness on loyalty.