PENGARUH KUALITAS PELAYANAN, HARGA DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN KEDAI SIPULUNG DI SURABAYA

Abstract

Nowdays the development of business in Indonesia increases rapidly as well as the competition at the same kind of business. While, coffe shop is not unfamiliar thing within Indonesia society. The research aimed to find out the effect of service quality, price, and product quality on the customers’ loyalty. The population was customers of Kedai Sipulung. Moreover, The data collection technique used non-probability sampling with purposive sampling as its technique in data sampling. In line with, there were 100 respondents. In addition, the data analysis technique used multiple linear regression. The research result concluded sevice quality had positive and significant effect on the customers loyalty. As the higher service quality provide, the more loyalty the consumers would have. Likewise, price had positive and significant effect on the customers loyalty. It happened when the more affordable the price gave, the more suitabel the quality based on its function, the more loyalty the consumers would have. Furthermore, product quality had positive and significant effect on the customers loyalty as the more simple the product would be used more loyalty the consumers would have.

Keywords: service quality, price, product quality