Pengaruh Kualitas Pelayanan, Kualitas Produk dan Harga Terhadap Loyalitas Pelanggan Pada Seblak Medok Prasmanan Metro

Abstract

Consumer loyalty is a crucial factor that contributes to increasing company profits. This is because consumers who have loyalty tend to be willing to pay higher costs for products they like, and are more tolerant of problems that may arise related to the service and performance of a product. This research aims to find out whether service quality influences customer loyalty. To find out whether product quality influences customer loyalty. To find out whether price has an effect on customer loyalty. To find out whether service quality, product quality and price have an effect on customer loyalty. The sample for this research was 105 consumers at Seblak Medok Prasmanan Metro. Data collection uses interviews and questionnaires. And data analysis uses validity test, reliability test, normality test, linearity test, homogeneity test, multiple regression analysis, T test, F test, coefficient of determination test (R2) and statistical hypothesis using the program (SPSS). The research results show that there is a positive and significant influence of service quality on customer loyalty. There is a positive and significant influence of product quality on customer loyalty. There is a positive and significant influence of price on customer loyalty. There is a positive and significant influence of service quality, product quality and price on customer loyalty.