PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN PADA (WARUNG NASI KUD) CIKARANG BARAT

Authors

  • Trisnawati Trisnawati Institut Ilmu Sosial dan Manajemen STIAMI, Jakarta
  • TS. Reza Institut Ilmu Sosial dan Manajemen STIAMI, Jakarta

DOI:

https://doi.org/10.31334/jambis.v1i6.2353

Keywords:

price, product quality, customers loyalty

Abstract

This researchaims to analyze the influence of price and product quality towards customers loyalty. It is held
and Warung Nasi KUD West Cikarang. Quantitative research method is used in this researh as the method
of the research, and multiple linear regression is used as the data analysis method. To analyze the data this
research uses SPSS 24.0 software for windows. The population of this research is the customers of Warung
Nasi KUD West Cikarang , while the sample, 60 people, is chosen by using Hair et al. method.The result of
this research shows that the independent variables, price variable has positive and significant effect 23,4%
toward the customers loyalty, product quality variable has positive and significant 52,1% towards the
customers loyalty. In addition the price and quality variable have contribution 40,91%, and the remaining
59,09% is effected by other factors that are not examined in this research.

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Published

2021-12-31

Issue

Vol. 1 No. 6: Desember 2021

Section

Articles

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