The Effect of Perceived Quality and Brand Authenticity on Brand Loyalty in Sambal Terasi Siap Pakai “Uleg Finna”
Abstract
This study is motivated by consumer reviews of Sambel Terasi Siap Pakai Uleg "FINNA", which indicate dissatisfaction with taste quality, aroma, and doubts regarding product authenticity. Previous studies have examined perceived quality and brand authenticity separately, but limited research explores their combined effect on brand loyalty in low-cost, mass-consumption food products within the Indonesian context. This study aims to analyze the influence of perceived quality and brand authenticity on brand loyalty. The research was conducted from November to April 2026 in East Java using a purposive sampling method with 102 respondents. Data were collected through a Likert-scale questionnaire (1–5) and analyzed using Structural Equation Modeling–Partial Least Square (SEM-PLS). The results show that perceived quality has a positive and significant effect on brand loyalty (coefficient 0.206; p-value 0.018), while brand authenticity has a stronger positive and significant effect (coefficient 0.502; p-value 0.000). These findings imply that consistent product quality and strong authenticity cues are essential in building consumer trust and fostering long-term brand loyalty in the competitive ready-to-use sambal market.
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