This study aims to analyze the influence of brand awareness, product quality, and price perception on customer satisfaction and loyalty for Cussons Baby products in Kendari City, Southeast Sulawesi. A total of 184 respondents, who are active consumers of Cussons Baby products in the region, participated in the research. Data were collected through an online questionnaire designed to capture consumer perceptions of five main variables: brand awareness, product quality, price perception, customer satisfaction, and customer loyalty. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS), which allows for a comprehensive examination of direct and indirect relationships among variables. The findings indicate that brand awareness, product quality, and price perception significantly and positively influence customer satisfaction. Among these determinants, product quality emerged as the most influential factor, underscoring the critical role of delivering products that consistently meet or exceed consumer expectations. The results further demonstrate that customer satisfaction exerts a strong and direct impact on customer loyalty. In addition, satisfaction serves as a mediating variable that reinforces the effects of brand awareness, product quality, and price perception on loyalty. These findings suggest that while brand awareness, product quality, and price perception are vital in shaping consumer behavior, their effectiveness in driving loyalty is maximized when they translate into positive consumer experiences. Therefore, customer satisfaction functions as both an outcome of marketing efforts and a crucial mechanism for building sustainable consumer–brand relationships.
Keywords: Brand Awareness, Satisfaction, Customer Loyalty
How to cite this article: Hamida LO, Madjid R, Yusuf H, Supriaddin N; Determinants of Customer Loyalty: The Role of Brand Awareness, Product Quality, and Price Perception through Customer Satisfaction. Int J Drug Deliv Technol. 2026;16(1): 440-446. DOI: 10.25258/ijddt.16.1.46