PENGARUH HARGA, PRODUK, DAN PELAYANAN TERHADAP LOYALITAS PELANGGAN PADA WASIS STYLE SIDOARJO

Abstract

The object of this researach is the Wasis Style Taylor Sidoarjo. The background of the selection of this research is based on the decline of the numbers of customers of Wasis Style Taylor Sidoarjo. The purpose of the research is to find out the influence of price, product, and serviceto the customer loyalty of Wasis Style Taylor Sidoarjo. The population in this research has been obtained by using nonprobability sampling method which has been done by using purposive sampling and by issuing questionnaires to the 50 respondents who are the consumers who ever used the services of Wasis Style Taylor Sidoarjo. The analysis methods has been done by using multiple linear regressions and the SPSS 2.0 (Statistical Product and Service Solutions). This result of the test shows that price, product, and service give positive and significant influence to the customer loyalty of Wasis Style Taylor Sidoarjo. Based on the result of Partial Determination Coefficient Test, that service is variable which gives dominant influence to the customer loyalty of Wasis Style Taylor Sidoarjo. In order to keep and to increase thecustomer loyalty, it is recommended to the Wasis Style Taylor Sidoarjo to improve the existing services.
Keywords: price, product, service, customer