The Impact of Product Quality on Customer Satisfaction and Loyalty toward Hydroponic Vegetables in Padang City: Gender as Moderation Variable

Abstract

Hydroponics can be an innovative and sustainable agricultural food system method that offers potential solutions to some of the challenges posed by climate change. The purpose of this study is to examine how product quality and consumer satisfaction on consumer loyalty to hydroponic vegetables in Padang City, West Sumatra. Gender is also considered a moderating variable in customer loyalty. Between May and June 2023, data was collected from 100 hydroponic vegetable consumers in Padang City using the accidental sampling method and were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SMART PLS 3.3 software. The results revealed a positive and significant correlation between the quality of hydroponic products, consumer satisfaction, and consumer loyalty. Consumer satisfaction was found to be positively and significantly related to consumer loyalty. However, genders moderating effect on consumer loyalty was found to be positive but insignificant. The findings hold practical implications for stakeholders, especially hydroponic producers and marketers. They underline the pivotal role of product quality, necessitating careful attention to aspects like freshness, cleanliness, and durability prior to market entry. Policymakers and marketers can promote hydroponic vegetables as a gender-neutral, healthy, and sustainable food option. The universality of vegetable needs makes vegetables attractive to a wide range of consumers to support food system sustainability.