Pengaruh Kualitas, Harga Serta Inovasi Produk terhadap Loyalitas Konsumen PT. Intrasari Raya Surabaya
Keywords:
product quality, price, product innovation, consumer loyaltyAbstract
Companies need to increase their sales in order to survive in business competition. Not only looking for new customers, companies need to increase customer loyalty. This research was conducted to determine the effect of product quality, price, and product innovation on consumer loyalty. The population in this study are residents of Surabaya which is a consumer product of PT. Kingdom Digest. The sample of this study used 100 respondents with sampling using random sampling technique. This study uses multiple linear regression to analyze the data. This study shows that product quality has a significant effect on consumer loyalty. Furthermore, price also has a significant influence on consumer loyalty. Furthermore, product innovation partially has a significant effect on consumer loyalty. It is also concluded that the third variable simultaneously affects employee loyalty.
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