Pengaruh Harga, Kualitas Produk, dan Kualitas Layanan terhadap Loyalitas Konsumen pada CV. Wujud Unggul Surabaya
Keywords:
influence of price, product quality, service quality, customer loyaltyAbstract
Companies are currently required to continue to improve the quality of the products marketed, due to the higher business competition with similar products. Where competitors' products provide the same quality at a lower price. The variables in this study have three independent variables including price (X1), product quality (X2) and service quality (X3) with one dependent variable, namely customer loyalty (Y). With quantitative methods, the processed data is data in the form of numbers or numbers that can be calculated so that they can be analyzed using SPSS. There are two types of data collected, namely primary data and secondary data. Which will be obtained using validity test, reliability test, t test, f test and using multiple linear regression analysis techniques. The results of all calculations that have been carried out are proven that the price, product quality and service quality variables partially affect purchasing decisions at CV. Surabaya Superior Form. This means that if the variables of price, product quality, and service quality are perceived positively by consumers, customer loyalty to consumers will be maintained. By providing competitive prices but while maintaining good product quality, consumers have no other choice but to make repeated purchases.
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